DIGITAL ENTERTAINMENT: STREAMING SERVICES AND THE VIEWERSHIP PATTERN OF NIGERIAN YOUTHS

The main purpose of this research work is to assess the Digital Entertainment: Streaming Services and the Viewership Pattern Of Nigerian Youths’ using Lagos state polytechnic students as a sample. This will ascertain to what extent streaming services affected the viewership pattern of youths to movies. The theories adopted for this study are the ‘‘Cultivation Theory”, and the ”Uses of gratification Theory”. This theory used field study survey method, with questionnaires, 400 questionnaires were administered electronically and 165 were retrieved. The data gathered from the field were analyzed using descriptive statistics such as percentages, tables and frequencies. The population of this study was selected by simple random sampling technique. The major findings showed that 71.4 % which is majority of the youths are keen users of streaming services and that the 57.8% of the youths agreed that they love streaming contents, while 40.3% would love to keep on streaming if only data expenses was not a factor. The Research work therefore recommends that Nigerian movie producers realize that more and more youths embrace social media and streaming services and as such the producers should take advantage of streaming services and use it as their primary medium of distribution. As this as well introduces them to a more diverse audience worldwide.