Also making the list of the most subscribed channels are Official Flavour at no. 11 (344k subscribers, combined views of more than 209 mio.) and DMW HQ, Davido’s label channel, (320k, 200 mio.) at no. 12. Since many of these channels would have probably registered a couple more subscribers and views before you finish reading this article, and certainly after today, these numbers are not fixed and will change.
If one assumes that a majority of these subscribers come from Nigeria, it becomes easy to make the argument that Nigerians’ favourite pastime on YouTube consists of different flavours of Nollywood movies, irrespective of length. Some are also excited by trailers of Nollywood movies as hosted under the different channels above. Music also consumes YouTube time; and in this respect, the PSquare brothers appear the most favoured. As their tunes appeal to a sizeable range of audience, it won’t be unexpected that some of their subscriber base also derives from other African countries.
While it may seem these channels enjoy a lot of subscribers, the numbers are actually quite petty. YouTube channels with less than 500k subscribers can’t actually be considered widely popular, and while a combined total view of 100million for all videos on a channel is a huge number, it is extremely poor for ratings. To put this in perspective, just one video by Rihanna or Justin Bieber could enjoy as many as 700million views in the YouTube world, and the least most favorited video by a popular American performer could still register over 300million views. In fact, some videos have registered more than 2 million views in the first day of upload. In addition, the biggest combined view on YouTube for a single channel is over 16 billion, while the biggest number for one video is more than 1 billion (Psy’s Gangham Style). Compared to the meagre 500k subscribers stated for the leading music channel in Nigeria, Rihanna’s official channel, RihannaVEVO has over 24 million subscribers, while Eminem’s boasts over 21million.
Apparently, Nigerian channels or Nigerian music videos still have a lot of work to do if they intend to catch up with the world’s numbers. This will start first with deeper internet penetration and then with making video streaming comfortably cheap. I hope someone makes that happen someday.
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