A quiet but significant rift is emerging in Nollywood’s fast-growing YouTube market, as producers and actors clash over rising fees and poor post-production support. At the center of the debate is whether the business model for YouTube films can sustain the new demands being made by A-list actors.
The Cost of Star Power
Several producers have raised alarm over the high appearance fees now being requested by actors. In one striking example, a producer disclosed that a popular actor charged ₦500,000 per day, with a five-day shoot amounting to ₦2.5 million in total.
For producers working in the YouTube film sector where revenue is highly dependent on views and advertising, such costs are often far above the returns. “That kind of figure is simply unsustainable,” one filmmaker lamented.
The Bigger Concern: Promotion
While the issue of fees is troubling, producers argue that the real challenge comes after the cheque has been cleared. Many A-list actors, they say, fail to promote the very projects they are paid millions to headline.
Reports from multiple producers describe a common pattern: calls and messages go unanswered, requests to repost movie posters are ignored, and excuses are made when promotional content is requested. Some actors reportedly claim to be “on set” or “busy,” while others avoid the subject entirely.
Industry observers stress that this attitude undermines the very foundation of digital filmmaking. “The work of an actor doesn’t end when the director yells ‘cut,’” one producer explained. “An actor’s image and fan base are part of the marketing strategy. A single repost, behind-the-scenes photo, or short video can drive significant attention to a YouTube film.”
Producers Feel Shortchanged
For many filmmakers, the lack of support feels like betrayal. After paying millions in fees, they are left to push the film alone, with little help from the star power that was supposed to attract viewers. Without adequate promotion, films often struggle to gain traction, limiting revenue and jeopardizing future projects.
The ripple effect is clear: fewer views mean less income, and less income makes it harder to finance the next production. “We cannot continue to pay high fees without getting value in return,” another producer noted.
Comparing Actors and Crew
Some actors have attempted to justify their rates by pointing out that crew members are also paid daily. However, producers and insiders argue that the comparison is flawed.
Film crews often endure long, grueling hours, working from setup to wrap without extended breaks. A director of photography, sound recordist, or production manager is active throughout the day, often from dawn to midnight. By contrast, many actors are only required for a few scenes, with long intervals of downtime between takes.
“Actors asking to be paid like crew members is not logical,” one production manager argued. “The workload is completely different. The crew sustains the production. Actors, while important, do not work at the same intensity.”
The Sustainability Question
The economics of YouTube films remain delicate. Alongside actors’ fees, producers must cover equipment rental, feeding, transportation, post-production editing, and distribution. If most of the budget is consumed by one or two actors, little is left to maintain production quality.
Analysts warn that if the trend continues, producers will begin to pivot towards fresh talent—new actors willing to perform at fairer rates while actively supporting films through their own social media.
A Shifting Landscape
The warning signs are already visible. New faces are steadily gaining popularity on YouTube, building loyal fan bases through consistent engagement and genuine collaboration with producers.
As one veteran filmmaker concluded, “The A-list actors may soon find themselves edged out of the YouTube space. The audience follows consistency, energy, and authenticity. If the stars won’t give that, others will rise to take their place.”
For now, the standoff between producers and actors marks a critical turning point in Nollywood’s digital journey. Whether through compromise or disruption, the industry appears headed for a rebalancing of power in the YouTube film economy.
Written By Adesina Kasali – Medullar Concept
