Africa has undoubtedly generated a plethora of iconic figures who have brought joy and entertainment to screens across the continent. From legendary actors like Olu Jacobs and Joke Silva in Nigeria to talented stars like Hakeem Kae-Kazim in South Africa, and exceptional stars like Kofi Adu and Kofi Adjorloloour, African screens have been graced with incredible talent.
For years, DVD and cassette tapes were the primary means of accessing these movies, with patrons eagerly seeking out the latest releases. However, with the rapid advancement of technology, the way we consume movies has shifted dramatically. While digital platforms have opened up new avenues for African filmmakers, some argue that this shift has contributed to a decline in interest in African movies.
YouTube, undoubtedly, has emerged as a beacon of hope for the African film industry in recent years. The free video streaming platform has become an indispensable tool for African filmmakers, offering a global audience and unparalleled reach.
But as we delve deeper into this phenomenon, questions arise: Is YouTube a sustainable solution for the African film industry? What are the implications of relying on this platform, and what does the future hold? In this article, we’ll explore the complexities of YouTube’s impact on African cinema and examine whether this digital giant can provide a sustainable boost to the industry.
Is YouTube even beneficial?
YouTube has impacted the African film industry in several ways, offering a plethora of benefits that have transformed the way African filmmakers create, distribute, and monetize their content. Essentially, two main benefits can be enumerated. One obviously would be the Global Reach and Accessibility. YouTube has democratized access to African films, allowing them to reach a global audience of over 2 billion monthly active users.
This unprecedented reach has enabled African filmmakers to showcase their work to a broader audience, transcending geographical boundaries and cultural barriers. With YouTube, African films can now compete on a level playing field with international productions, exposing the richness and diversity of African storytelling to a worldwide audience. There is a case to be made for the Monetization Opportunities available on the streaming platform.
YouTube’s Partner Program (YPP) enables African filmmakers to monetize their content through ads, sponsorships, and merchandise sales. This has created a new revenue stream for filmmakers, allowing them to earn a living from their craft. Additionally, YouTube’s Super Chat and Memberships features have enabled creators to earn money from live streaming and exclusive content, providing a sustainable source of income.
At what cost?
While YouTube has opened doors for African filmmakers, it’s crucial to examine the long-term costs of relying on this platform. As the African proverb goes, “Tomorrow belongs to people who prepare for it today.” But does YouTube’s current model allow African filmmakers to prepare for a sustainable future, or are they merely perpetuating a cycle of decline?
YouTube’s free content model means that millions of viewers can access African films without paying a dime. While this exposure is valuable, it comes at a significant cost. Ad revenue, the primary means of monetization, is often meager, leaving producers struggling to break even or turn a profit.
This has led to a proliferation of low-budget productions, prioritizing quick profits over quality content. This is a challenge that has been highlighted by veteran Nigerian actor Kanayo O Kanayo. He pointed out:
“This past midnight I sat back and watched the opportunities offered by the YouTube channel a very good platform but unfortunately like anything that comes to Nigeria, people jump in and try to mess it up. I watched with dismay and I made this video out of no malice for anybody. It’s been messed up by different things, especially the actors that are doing it,” he said. We built Nollywood, brick by brick, block by block but the guys who have besieged YouTube, the actors not the producers, do not have any sense of purpose or process to create a procedure for a lasting videography or creating content.
The whole irony of one one-day shoot is not sustainable. Some of them now make it so difficult for producers and tell you one day shoot is 1 million to 1.5 million one day shoot. Unfortunately my very high-standing colleague who started this one-day shoot go and ask him, unfortunately, he’s not in good health.
The way forward
As we acknowledge the limitations of YouTube for African filmmakers, it’s essential to explore alternative streaming models that prioritize sustainability, quality, and African ownership. Video-on-demand (VOD) streaming offers a promising solution, allowing viewers to access content at their convenience while providing creators with a more equitable revenue share.
In addition, African filmmakers can maintain ownership and control over their content, ensuring creative freedom and cultural preservation.
In fact, the impressive subscriber numbers of international streaming giants like Netflix (225 million), Prime Video (205 million), and Disney Plus (130 million) demonstrate the vast appetite for online content. While some may doubt the ability to replicate these numbers in Africa, the continent’s growing online presence and demand for high-quality content suggest otherwise.
Fortunately, innovative apps like the IFMA app (International Filmmakers Association) are emerging to take African cinema to the next level. By providing a dedicated platform for African filmmakers to showcase their work, these apps can help build a sustainable industry that celebrates African stories and talent.
Takeaway
While YouTube has been a valuable platform for African filmmakers, its limitations and unsustainability for the African film industry are clear. The way forward lies in embracing innovative video-on-demand streaming platforms that prioritize African ownership, quality content, and equitable revenue sharing.
It’s time for Africa to take control of its narrative and shape the future of its film industry. The future is bright, and it’s time to shine.
About the IFMA App
The IFMA app, developed by the International Filmmakers Association, offers a curated selection of top-notch African content, providing viewers with an immersive cinematic experience right at their fingertips. Whether you’re in search of compelling dramas, captivating documentaries, or entertaining comedies, the IFMA app promises to deliver diverse and high-quality content tailored to African audiences.
Can I Watch Free Movies?
Yes, the IFMA app offers a selection of free movies for viewers to enjoy. However, to access these free movies, users are required to sign up for a free account. Once registered, users can browse through the available free titles and start streaming immediately.
What About Premium Content?
For users looking to access premium content and unlock an even broader range of movies and series, the IFMA app offers subscription plans at affordable rates. Currently, users can opt for a daily plan priced at $0.38 or a monthly plan at $4.99, granting unlimited access to premium content throughout the subscription period.
How to Stream on the IFMA App:
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Download the IFMA App:
Begin by downloading the IFMA app from the Google Play Store on your Android device. The app is designed to provide a seamless streaming experience, optimized for both smartphones and tablets.
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Sign Up with Gmail Account:
Upon launching the app, users are prompted to sign up for an account. Simply enter your Gmail credentials to create a new account or log in if you already have an existing account.
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Confirm Account:
After signing up, a confirmation email will be sent to the provided email address. Navigate to your email inbox and click on the confirmation link to verify your account and complete the registration process.
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Navigate to Profile:
Once your account is confirmed, open the IFMA app and navigate to your profile settings. Here, you can customize your viewing preferences and manage your subscription status.
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Choose Your Preferred Plan:
To access premium content, select the “Premium” tab within the app. From here, you can choose between the daily and monthly subscription plans based on your viewing preferences and budget.
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Follow Payment Prompts:
Follow the prompts to proceed with the payment process and complete your subscription. The IFMA app offers secure payment options, ensuring a hassle-free transaction experience for users.
Start Watching:
Once your subscription is confirmed, you can start exploring the extensive library of premium content available on the IFMA app. From blockbuster movies to exclusive series, there’s something for every viewer to enjoy.
With these simple steps, you can unlock a world of African cinema and immerse yourself in the rich and diverse storytelling showcased on the IFMA app. Whether you’re a cinephile looking for your next favorite film or a casual viewer seeking entertainment on the go, the IFMA app offers a convenient and accessible platform to discover and enjoy the best of African cinema.
