Popular Nigerian gospel artiste and worship leader, Nathaniel Bassey, has once again chosen faith over finance.
The October 2025 edition of the Hallelujah Challenge his global midnight worship event streamed live on YouTube continues to draw millions of viewers across the world.
Yet, despite the massive audience, Bassey has refused to monetize the streams, turning down what experts estimate could have earned him about ₦1.4 billion in potential YouTube revenue over five years.
Faith Over Fortune
Since launching the Hallelujah Challenge in 2017, Bassey has followed what he describes as a divine instruction to keep the worship sessions free from ads, sponsorships, and donations during the live streams.
His YouTube channel, with over 1.5 million subscribers, records some of the highest viewership numbers among African faith-based events.
In the digital age, creators with similar traffic often make millions monthly through ads and viewer engagement.
By choosing not to monetize, Bassey has effectively forgone a major revenue stream, keeping the Hallelujah Challenge focused on spiritual connection rather than commercial gain.
Online Reactions
Reactions on X (formerly Twitter) have been mixed.
Many Nigerians have praised his integrity, describing him as an example of how spiritual work can remain sacred in a profit-driven world.
Others, however, suggest that he could have monetized the event to support charity or church outreach, arguing that YouTube earnings could still be used for God’s work.
The discussion has reignited debates about money, ministry, and modern technology in Nigeria’s fast-growing faith community.
The Business Side of Faith
Bassey’s decision offers key lessons for faith-based brands and digital entrepreneurs.
In a time when content creation and online visibility can easily be monetized, he has chosen purpose over profit yet his influence and credibility continue to grow globally.
For many, the Hallelujah Challenge is more than a livestream; it’s proof that authenticity and trust can be more valuable than money.
In turning down YouTube revenue, Nathaniel Bassey may have lost billions in naira but he gained something far greater: unshaken spiritual influence and lasting brand integrity.
Also read: Former BBNaija Star Cross Declares Becoming Billionaire Overnight
