| Abstract: |
The rise of online streaming platforms has significantly reshaped
media consumption, particularly for Nollywood films. As platforms
such as Netflix, YouTube, and iROKOtv grow in popularity,
viewership of Nigerian films has shifted from traditional media
outlets to digital platforms, especially among university students.
This study examined the influence of online streaming platforms on
the viewership of Nollywood films among undergraduates in
Anambra State, Nigeria. It utilised the Uses and Gratifications
Theory (UGT) as its theoretical framework, which emphasises the
active role of audiences in selecting media that fulfil their needs and
desires. A survey design was employed, with a sample of 400
respondents drawn from three universities in Anambra State:
Nnamdi Azikiwe University (NAU), Chukwuemeka Odumegwu
Ojukwu University (COOU), and Tansian University. The study
found that Netflix and YouTube were the most frequently used
platforms for streaming Nollywood films, with high-frequency
consumption. Respondents indicated a preference for streaming
because of the flexibility of on-demand access, a wider selection of
films, and higher-quality viewing experiences. Additionally, the
international reach of streaming platforms positively influenced
students' perceptions of Nollywood films, positioning them as more
professional and globally competitive. The study recommends that
Nollywood filmmakers strengthen their digital presence by
partnering with global streaming platforms, enhancing the quality
and diversity of content, leveraging digital marketing strategies, and
balancing commercial interests with authentic local storytelling to
meet audience needs while maintaining cultural integrity. |
