James Gardiner, a leading Ghanaian actor, recently discussed the crucial role social media, particularly YouTube, plays in boosting the Ghanaian film industry.

In an interview with media figure Doreen Avio, the star of 'Taste of Sin' pointed out that many are not fully harnessing the potential of these digital platforms.

Gardiner emphasized that YouTube remains underutilized, despite its potential for significant impact.

He noted that individual productions can amass millions of views, potentially translating into considerable earnings.

"YouTube is a goldmine that's being overlooked. The fact that just one of our productions can hit around 29 million views indicates that African films are resonating widely," he said.

While acknowledging the importance of major streaming services like Netflix, Gardiner stressed the value of concentrating efforts on YouTube.

He shared insights from his recent experiences in Nigeria, highlighting how Nigerian TV stations swiftly adopt and popularize films from YouTube, further amplifying their reach.

"Work is thriving in Nigeria, and it's not just Ghanaian audiences that are engaged. In fact, Nigerian platforms quickly pick up new releases from YouTube, often within 20 to 30 minutes, which boosts viewership numbers," Gardiner observed.

Despite the hurdles the Ghanaian film industry faces, Gardiner remains hopeful about its future.

He believes that with a positive outlook and persistent effort, the industry is poised for continued growth and success.