Ruth Kadiri Warns Nollywood Against Fake YouTube Numbers, Says Integrity Is at Risk

Ruth Kadiri

Actress and producer Ruth Kadiri has raised fresh concerns about what she calls an unhealthy habit creeping into Nollywood — the purchase of fake YouTube views to create an illusion of success.

She made the remarks during a panel session on the fourth day of the Africa International Film Festival (AFRIFF), where industry players gathered to discuss the realities of filmmaking in a digital-first era.

Kadiri, who has built a strong presence on YouTube through her self-funded productions, said many creators now feel pressured by inflated metrics that do not reflect actual viewer engagement. According to her, this dishonest practice distorts the ecosystem and hurts filmmakers who rely on organic traction.

“Expectation and actualisation don’t always align,” she noted, explaining that there are “many things happening behind the scenes” that people avoid talking about. She stressed that several filmmakers are artificially boosting their numbers, making those who genuinely put in the work seem less successful.

She pointed out how the landscape has changed, recalling a time when reaching one million views was a major achievement for YouTube filmmakers. “Two years ago, one million views was a big deal. Now it has become the baseline for some people. When you see these figures, you start doubting yourself, not knowing many of those views aren’t real,” she said.

Her comments stirred reactions across the room, with many filmmakers admitting the pressure of competing with manipulated view counts. Some attendees argued that the obsession with numbers has shifted attention away from originality and storytelling, while others called for improved systems that can verify authentic viewership.

Kadiri urged platforms, distributors, and content creators to prioritise transparency, warning that Nollywood risks losing credibility if numbers continue to overshadow quality. While acknowledging YouTube’s pivotal role in empowering independent creators, she insisted the industry must not compromise its integrity for digital clout.

She further encouraged young filmmakers not to be discouraged by unrealistic online benchmarks, reminding them that genuine storytelling and consistent improvement will always outlive artificial statistics.

AFRIFF’s ongoing discussions on streaming, distribution, and technological tools provided the perfect backdrop for Kadiri’s remarks, which have added renewed urgency to the conversation on ethical digital practices in Nollywood.