| Abstract: |
This study examined digital streaming as Generation Z's dominant
medium and the corresponding decline of traditional television
among young audiences. Guided by Uses and Gratifications
Theory, Social Identity Theory, and Media Ecology, the research
explored three objectives: (i) to examine the frequency and patterns
of Gen Z's engagement with digital streaming compared to
traditional television; (ii) to identify the key factors influencing
their preference for streaming platforms; and (iii) to ascertain the
role of short-form and creator-driven content in shaping Gen Z's
viewing habits and cultural preferences. The study adopted a survey
design and data were collected from 372 respondents using a
structured questionnaire. Descriptive statistics (frequency counts,
percentages, means, and standard deviations) were employed in
analyzing the data. Findings revealed that Gen Z audiences spend
more daily hours on digital streaming platforms than on traditional
television, which is now mostly reserved for news, sports, and
family viewing. Flexibility, content variety, mobile access, and
reduced advertising interruptions emerged as the strongest factors
influencing streaming preference, while free-to-air access and live
broadcasts sustain television relevance. Furthermore, short-form
and creator-driven content such as TikTok and YouTube Shorts
plays a central role in shaping Gen Z's cultural identity and
entertainment practices. The study concludes that while traditional
television still holds residual value, streaming platforms are
redefining the media ecology for young audiences. It recommends
that broadcasters adopt hybrid broadcast-streaming models,
minimize intrusive advertising, and collaborate with digital
creators to develop interactive content capable of appealing to Gen
Z viewers. |
