Prominent Nollywood actress and producer Ruth Kadiri has publicly condemned the disturbing practice of purchasing YouTube views that is becoming increasingly common among Nigerian filmmakers. She made these revelations during a crucial panel discussion at the Africa International Film Festival (AFRIFF), sparking important conversations about digital integrity in the industry.
The Growing Epidemic of Artificial Success
During the fourth day of AFRIFF 2025 held in Lagos, Kadiri expressed deep concern about how many producers are now relying on artificial methods to inflate their view counts. The actress, who has built a substantial organic following on YouTube with her independent productions, explained that this practice creates a false narrative of success while undermining filmmakers who achieve their numbers legitimately.
"Expectation and actualisation are two completely different things in our industry today," Kadiri stated emphatically. "There are numerous activities happening behind the scenes that we're not addressing openly. I know of many producers who actively purchase YouTube views, and this practice makes dedicated filmmakers appear unsuccessful by comparison."
How View Count Expectations Have Changed
Kadiri highlighted the dramatic shift in what constitutes success on YouTube within just two years. Where one million views was once considered a significant achievement, that number has now become the baseline expectation for many producers – often through artificial means rather than genuine audience engagement.
"Two years ago, reaching one million views was a major accomplishment that filmmakers celebrated," she recalled. "But currently, some individuals treat one million views as the minimum standard. When you see these inflated numbers, you might question your own efforts, not realizing that many of these statistics are completely fabricated."
Industry Reactions and Call for Transparency
The actress's comments generated significant discussion among other filmmakers present at the AFRIFF session. Many agreed that the pressure to match artificially inflated numbers has created an unhealthy competitive environment where film performance is judged primarily by view counts rather than quality content or meaningful audience connection.
Kadiri made a passionate appeal for greater transparency across the industry, specifically addressing streaming platforms, marketers, and content creators. She acknowledged that YouTube has provided tremendous opportunities for Nollywood filmmakers, particularly independent producers, but warned that the entire system risks losing credibility if the focus remains solely on view counts rather than authentic storytelling.
She also offered encouragement to emerging filmmakers, advising them not to feel pressured by the seemingly impressive numbers they see online. Kadiri emphasized that consistency, compelling narratives, and genuine audience engagement will always yield better long-term results than taking shortcuts through purchased views.
The Africa International Film Festival continues to serve as a vital platform for discussing the present challenges and future direction of African cinema. This year's edition in Lagos featured various activities including film screenings, masterclasses, and industry-focused discussions covering distribution, streaming, and the business aspects of filmmaking.
Kadiri's remarks have added a crucial dimension to the ongoing debate about digital metrics and their actual impact on the Nigerian film industry. Her call for honesty and transparency reflects a broader movement within Nollywood to establish a healthier ecosystem where filmmakers can succeed without resorting to deceptive practices.
