Popular video-sharing platform, YouTube has made millionaires out of many creators.
The idea that someone can become rich just by recording themselves doing something or talking about a particular thing was not feasible in the past. But with YouTube, this has become the reality of many creators.
YouTube was officially launched on December 15, 2005, and was serving more than two million video views each day. Prior to its launch, it attracted some 30,000 visitors per day. In 2021, there are approximately 1.86 billion YouTube users worldwide.
YouTube has paid out more than $30 billion to creators in the past three years from ads, merchandising, and other service features.
Typically, YouTube creators earn through Google’s advertising network, AdSense, brand integrations in videos, and sponsored videos. Some creators use all of these means to generate revenue while others depend solely on AdSense.
In Nigeria, we have many popular YouTube creators with over 100k subscribers who have created content ranging from comedy to guides to makeup reviews to Tech, etc. The likes of Mark Angel, Maraji, Dimmah Umeh, Sisi Yemmie, Fisayo Fosudo, are a few popular examples. These people harnessed the opportunity offered by YouTube to share information and also make money while doing what they love.
Nairametrics spoke to a top YouTube creator in Nigeria, who spoke on the condition of anonymity. Our respondent has been successfully creating content on YouTube for nearly 5 years and has garnered many subscribers and views on his videos.
“I’d say it’s my interest in creativity from a young age that led me into making YouTube videos. I love reading and looking at art, design, and general innovations in technology. I gravitated towards publications like Wired Magazine and later started a career as a graphic designer. I later moved on to producing videos and have been making videos for almost 5 years,” he stated when Nairametrics inquired about his motivation to start the vlogging journey.
He disclosed that YouTube video making is not his side hustle but a full-time business and he has around 5 part-timers working for him.
He talked about how much he makes from YouTube and his other side gigs. On average, he said he makes between $5,000 – $10,000 or more monthly and an additional $2,000 to $5,000 on advertising.
“The bulk of the money I make comes mainly from advertising revenue on YouTube and working with brands. I also make a few thousand dollars from speaking engagements, appearances, designing and producing videos directly,” he revealed.
What do Nigerians like to watch on YouTube?
A survey carried out by Nairametrics showed that several people are drawn to good comedy skits on the video blogging platform for the momentary relaxation they bring and the sense of community that these videos project.
“YouTube finishes my data but the comedies are really good as it takes my mind off stress,” one respondent confessed.
Videos of cooking lessons also ranked high among our respondents with users showing great interest in learning the fine art of making Nigerian meals.
“I like learning about food from other tribes because I get tired of eating the same type of food over and over again,” a respondent, Bayo said when asked why he liked watching videos with cooking lessons.
YouTube analytics site SocialBlade tracks the number of subscribers and viewers that YouTube content creators have and estimates their income based on the cost-per-thousand advertising rates that YouTube offers. Their analytics show that Nigerian YouTubers are making efficient and profitable use of the platform.
Besides our top vlogger who chose to remain anonymous for his personal security, here are other top YouTubers cashing out daily from the platform.
Mark Angel Comedy
Mark Angel Comedy, the home of comedy skits is one of the popular comedy pages on YouTube. Mark Angel’s YouTube channel was the first African comedy channel to reach one million subscribers. His page consists of a series of YouTube comedy shorts that feature a number of people from Angel’s family and neighbourhood in Port Harcourt.
Many of the shorts involve clever children, primarily Emmanuella Samuel and Success. Mark Angel has over 6.7 million subscribers and their videos have resonated with so many people around the world. The comedy train has also gained thousands of followers on various other social media platforms.
If you are looking for how to cook the most delicious Nigerian meals, then Sisi Yemmie’s YouTube page is the right place to go. With over 624,000 subscribers, Yemmie teaches her audience how to cook different Nigerian dishes and also shares how to create a monthly food timetable. When Nairametrics ran a survey of popular Youtube channels, several respondents mentioned her page.
Fisayo is a visual storyteller and technology video producer with over 180,000 subscribers on youtube. If you are looking for reviews on gadgets, money management etc., Fisayo creates content tailored to this. He is best known in Nigeria for his video content reviewing different smartphones.
Mr Macaroni has been featured in a number of movies and soap operas before starting the ‘Mr Macaroni’ series. With over 400k subscribers, he creates comedy skits wearing a dark red agbada. His videos have garnered over 84 million views and he has many catchphrases that have been adopted by Nigerians. “You’re doing well” is one of his most popular punchlines.
Dimma Umeh is a Nigerian beauty blogger with over 400k subscribers on youtube. She shares insights into her life as a Nigerian. She also shares beauty tips, travel, makeup tutorials, and lifestyle. She published her first YouTube makeup tutorial in 2012 and has since then, garnered over 29 million views on YouTube.
She is well-known for supporting both Nigerian and international brands. Dimma has been featured in popular publications such as Essence magazine.