Jason Chukwuma Njoku, Founder, iROKOtv, says the online TV service has recorded over billion views on YouTube alone in what he describes as a “straight up amazing” milestone for the multi-platform service that promotes the Nigerian entertainment industry on the Internet.
Commenting on the alleged release of Nollywood blockbuster, “30 Days in Atlanta” by video pirates, Njoku also sounded the death knell for the syndicates believed to be at the popular Alaba Market in Lagos saying that the online delivery platform will eventually made the “fade” out of business.
“Back in 2010, iROKO pioneered the Multi Channel Networks in Africa. In its lifetime we have generated 1,006,935,177 video views and 3,247,975,023 estimated minutes watched. Thats 1 billion video views. Just on YouTube. For me, that is straight up amazing”, he wrote in a blog posting on his website underscoring the chequered growth of the company.
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“Even though we migrated to our own operated platform, iROKOtv, in Dec 2011, we still have been massively present on YouTube. Across almost 200 channels we still generate 22-25m video views per month. This comfortably makes us one of the largest (if not the #1) local content partner in Africa for YouTube. In 2011 we essentially had 100% of the market. Since then things have changed. The entire Nigerian entertainment has come online via YouTube as a platform and tens of competitors have sprung up. But they are all still small compared to us”, Njoku writes.
Njoku says that though the company abandoned the platform in the period between 2012 and 2014, it was still able to remain number one because of early works done on search engine optimization (SEO) and tagging.
“The more video views you generate, the more you are positioned by the YouTube algorithms to continue being watched and generating video views”, he adds.
This has paid off as iROKOtv has not only attracted venture capital funding but today generates revenue from its curated collection of Nollywood titles.
[su_quote cite=”Jason Chukwuma Njoku, Founder, iROKOtv”]But the Alaba way will fade. The digital migration has begun. They have chosen to not live in the new world so will be forced to die in their old one. It will take time. But whereas iROKO was raised on Alaba Nollywood, my fate has been divorced from them. Our exposure is minimal and we typically deal with more sophisticated and forward thinking production houses. They have chosen to destroy all the value online with their YouTube strategy of taking their entire libraries and making it available for free. In an effort to cripple iROKO, they have inadvertently set themselves up for future pain.[/su_quote]