Shirley Frimpong-Manso laments low viewership of Ghanaian films on YouTube

Renowned Ghanaian filmmaker Shirley Frimpong-Manso has expressed profound disappointment regarding the limited viewership of local productions on digital platforms, particularly YouTube. Speaking on Joy FM’s Showbiz A-Z, the award-winning director highlighted the disparity between the reception of Ghanaian films and those from neighbouring countries. She emphasized that for the domestic movie industry to thrive and compete globally, it requires a significant shift in the viewing habits of the Ghanaian public. Frimpong-Manso pointed to the success of Nigerian cinema as a benchmark for what local support can achieve. She noted a stark contrast in digital engagement, observing that many Nigerian productions frequently amass millions of views within a single week of release. This level of engagement provides filmmakers with the necessary revenue and motivation to produce higher-quality content. In contrast, Ghanaian films often struggle to gain similar traction on the same platforms, which Frimpong-Manso suggests hinders the growth and financial viability of the local industry. Addressing the common criticisms directed at Ghanaian movies, the filmmaker argued that audiences should prioritize support over complaints. While viewers often demand better production values, Frimpong-Manso stressed that such improvements are directly linked to the commercial success of current projects. By actively watching and sharing local content on platforms like YouTube, Ghanaians can help create a sustainable ecosystem that allows directors and producers to reinvest in more ambitious cinematic ventures. The filmmaker's comments come at a critical time when the Ghanaian movie industry is navigating the transition from traditional distribution to digital streaming. As global audiences increasingly turn to online platforms, the survival of indigenous storytelling depends heavily on the loyalty of the domestic base. Frimpong-Manso’s call serves as a reminder that the future of Ghanaian cinema is not just in the hands of the creators, but also in the clicks and views of the audience they serve.