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Nollywood actress and content creator Ruth Kadiri has once again drawn attention to a rising digital issue within the film industry — the increasing habit of filmmakers padding their YouTube numbers to appear more successful than they actually are. She voiced her concerns during a discussion panel on Day Four of the Africa International Film Festival (AFRIFF).
Kadiri, whose films have built a loyal online audience, explained that the trend of inflating views has created a distorted picture of success. She noted that this manipulation not only misleads the public but also places undue pressure on creators who rely on genuine viewership to measure their growth.
According to her, the gap between filmmakers’ expectations and the reality of the current digital space has widened. “There are so many things happening in the industry that people prefer not to talk about,” she said, pointing out that the buying of views has quietly become widespread. The practice, she added, makes hardworking filmmakers feel like they are falling short, even when their progress is authentic.
She highlighted how the value of YouTube milestones has shifted. “Not long ago, hitting one million views was a huge milestone for many of us. Today, it has become the bare minimum for some, and many of those numbers aren’t even real,” she emphasised.
Her remarks sparked vigorous discussions among attendees, many of whom acknowledged that the pressure to keep up with artificially enhanced metrics has changed the priorities of the industry. Some filmmakers noted that storytelling and craftsmanship are being overshadowed by the chase for digital statistics. Others called for clearer structures to ensure data transparency and discourage manipulation.
Kadiri urged platforms, distributors, and producers to reset their focus and embrace honesty. She warned that the credibility of Nollywood’s online presence could erode if the community continues to reward inflated viewership rather than quality content. While she praised YouTube for empowering independent storytellers, she insisted that success must be measured by real engagement, not fabricated numbers.
Encouraging young filmmakers, she advised them to remain committed to their craft and avoid comparing themselves with manipulated digital benchmarks. Authentic work, she said, will always earn lasting appreciation.
Kadiri’s comments added momentum to AFRIFF’s ongoing conversations about distribution, technology, and the future of African storytelling in the digital age. Her call for transparency reflects a wider movement within Nollywood to build a healthier, more trustworthy creative ecosystem.
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