Streaming platforms like Netflix and Prime Video were once seen as the future of entertainment in Nigeria. Now, they’re facing real competition from an unexpected rival – YouTube.
With rising living costs and repeated price hikes, streaming subscriptions have become harder to justify. In May 2025, Netflix raised its prices again. The premium plan now costs ₦8,500, up from ₦7,000. Even the basic mobile plan is now ₦2,500. Prime Video and Showmax offer lower rates, but both come with trade-offs like ads or limited features.
In a country where many earn the minimum wage of ₦70,000 and data costs can take up half that amount, these platforms are becoming luxury goods. For most users, YouTube is the more practical choice.
Why? Because YouTube works with Nigeria’s reality. It’s free, flexible, and mobile-first. Users can control video quality, download content for offline viewing, and stream using cheaper night data bundles. Unlike streaming apps that often default to HD or 4K, YouTube lets viewers reduce data use with a few taps.
Beyond cost, YouTube wins on content relevance. It offers local stories in local languages—often produced and uploaded by Nigerian filmmakers themselves. As filmmaker Olatunbosun Amao told ThisDay, “On YouTube, anyone—literally anyone—can make a film. If it’s good and people like it, you can make way more than you spent.”
Filmmakers like Kazeem Adeoti and Seun Oloketuyi have praised YouTube’s freedom. There are no restrictions on camera types or costume quality. No executive approvals. Creators shoot, edit, and upload on their own terms.
Importantly, YouTube also pays. With tools like AdSense, Super Thanks, and channel memberships, Nigerian creators are earning real money. In fact, the number of Nigerian channels earning significant income has doubled in recent years.
For many, YouTube is not just an alternative—it’s the default. It’s cheaper, more accessible, and tailored to local needs. Unless streaming platforms rethink their pricing, data use, and creator models, they risk losing even more ground.
