Nigerian actress and filmmaker Ruth Kadiri has expressed deep concern over what she calls a growing and harmful trend in Nollywood—filmmakers buying YouTube views to artificially inflate the perceived success of their movies.

 

Speaking on Day Four of the Africa International Film Festival (AFRIFF) during a panel session focused on digital-era filmmaking, Kadiri urged industry stakeholders to openly confront the challenges that content creators face within today’s metrics-driven ecosystem.

 

Kadiri, whose independent films have performed strongly on YouTube, said the practice of purchasing views misleads audiences and creates unfair pressure on genuine creators who rely on organic engagement.

 

“Expectation and actualisation are two different things,” she said. “A lot of things are going on in the industry that we are not talking about. There are so many producers who are buying views on YouTube. And these people make the people who are working hard look like they are not working.”

 

She noted that what once stood as a proud milestone for filmmakers—hitting one million views—has been watered down by the surge of artificially inflated numbers.

 

“Two years ago, one million views was a big deal. But now for some people, one million views is the standard,” she lamented. “When you see these numbers, you begin to ask yourself if you are doing something wrong; meanwhile, many of the numbers are not real.”

Kadiri’s comments sparked immediate reactions from filmmakers and creatives at the event.

Some agreed that the pressure to compete with manipulated metrics has shifted Nollywood’s focus from storytelling craft to numerical performance. Others called for stronger regulatory systems that can detect authentic viewership and discourage manipulation.

She urged streaming platforms, marketers, and filmmakers to prioritise transparency, stressing that YouTube remains one of the most valuable distribution hubs for Nollywood—particularly for independent creators. However, she warned that the industry risks losing credibility if inflated metrics continue to overshadow genuine audience engagement.

 Kadiri also encouraged emerging filmmakers not to succumb to the pressure of chasing numbers.

Her message: authentic storytelling and consistent diligence will always outlive artificial hype.

AFRIFF, one of Africa’s largest film festivals, continues to host conversations around film distribution, streaming technology, and industry sustainability. Kadiri’s remarks added urgency to the ongoing dialogue concerning digital ethics and the future of Nollywood’s online ecosystem.

 

Her call for honesty reflects a growing movement within the industry to build a film environment rooted in integrity, fairness, and long-term creative growth.