CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

There have been a number of changes in the media and entertainment industries globally as a result of digital technology, especially concerning the distribution of content. The most notable development includes the emergence of streaming services like Netflix and YouTube where users can get any on-demand video content. The change in the media and entertainment industries has revolutionized the consumption of films, TV series, and other entertainment contents as people rely less on broadcasting TVs (Deloitte Media Report, 2026).

Nollywood film industry in Nigeria has also joined the trend and embraced digital media and distribution platforms. Most Nigerian filmmakers now upload their movies directly onto YouTube or sell them to international streaming services including Netflix. The digital distribution platforms give Nigerian filmmakers greater exposure and enable them to make money from their movies (Okoye & Nwafor, 2025).

The conventional form of entertainment and news in Nigeria was through television stations like NTA, AIT, and Channel Television. However, this situation has changed due to the introduction of streaming services that have reduced the viewership of the conventional television in Nigeria, mostly among the young generation who find it more convenient to watch videos on streaming websites (Adegoke & Bello, 2026).

Streamable websites have several benefits over the conventional TV, including content flexibility, lack of rigid schedules, personalization of content, and less interruption from advertisement messages. Conventional television is characterized by fixed program times and inability to broadcast in various geographic locations (Eze & Okafor, 2026). With more smartphones and access to the internet in addition to low data rates, the adoption of streaming technology in Nigeria has increased rapidly. Nevertheless, some problems such as expensive internet usage, poor quality of internet connection, and digital divide still influence how much people adopt the technology.

Hence, studying the effect of Nollywood online streaming technologies such as Netflix and YouTube on the TV consumption by the Nigerian people becomes a critical aspect in analyzing the future of the country’s media industry.

1.2 Statement of the Problem

While the rise of streaming platforms in Nigeria is undeniable, traditional television channels still remain relevant in the field of entertainment and information provision. At the same time, the problem arises because the number of Netflix and YouTube viewers increases and leads to a fall in traditional television viewership numbers.

Today, many Nigerians prefer to watch streamed Nollywood movies through various online services rather than wait until they appear on television. Such tendencies lead to a drop in income from ads for traditional television channels.

Although the benefits offered by the Internet are numerous, not all Nigerians have an opportunity to enjoy these technologies. The high price of data bundles, poor internet connection, and inability to use smartphones and computers are the main problems preventing some people from using the internet services effectively (Adegoke & Bello, 2026). In addition, traditional television channels have not been able to cope with changes in viewers' demands and behavior regarding watching programs online. Thus, there is doubt about the sustainability of the traditional TV broadcasting model in Nigeria.

Thus, the research problem of this paper involves investigating how the use of Nollywood streaming services affects the viewing habits of traditional TV viewers in Nigeria and what drives that process.

1.3 Objectives of the Study

This study seeks to explore how Nollywood streaming platforms such as Netflix and YouTube affect the audience viewing habit of conventional television in Nigeria.

Objectives of the study include to:

i.        evaluate the use of streaming platforms for watching Nollywood films in Nigeria;

ii.       explore the impact of streaming services on conventional TV audience;

iii.      determine the factors that cause audience to prefer streaming platforms to television;

iv.      assess the challenges associated with the use of streaming platforms in Nigeria.

1.4 Research Questions

The current research will be guided by the following research questions:

1.       What is the usage of streaming sites for Nollywood in Nigeria?

2.       How does Netflix and YouTube impact traditional television?

3.       What determines the preference of streaming site usage?

4.       What problems prevent the use of streaming sites in Nigeria?

1.5 Significance of the Study

The importance of this research cannot be ignored from various perspectives. First, this research will provide an important contribution to the literature on the topics of media convergence, digital entertainment and the behaviors of audiences in developing nations.

Secondly, this research would give Nollywood producers, filmmakers, and streaming sites important ideas about how audiences behave with respect to consumption and delivery of digital content.

Third, the findings would be very useful for the traditional TV stations in incorporating the latest media trends and using the digital medium while delivering their programming.

Finally, the research would also benefit the regulators of telecommunications and internet accessibility policies in Nigeria..

1.6 Scope of the Study

This research will analyze the impact of Nollywood streaming services like Netflix and YouTube on the traditional viewing practices of audiences in Nigeria. It will look into the behavior of the viewers, the type of content consumed, and media preferences. It will not consider other streaming platforms worldwide that have no link with Nollywood.

1.7 Conceptual Clarification

Streamings: These refer to digital services that make it possible for viewers to watch video streaming media content without downloading the content, including Netflix and YouTube.

Nollywood: This is the name of the Nigerian film industry responsible for making local films.

Traditional Television: This involves broadcasting of media content through scheduled television programs.

Viewing Audience: This term refers to the number of people viewing specific media content.

Media Consumption: This refers to how media content is consumed by various audiences.

1.8 Theoretical Framework

This research is guided by the Uses and Gratifications Theory that highlights how individuals actively choose communication channels that can meet their needs for entertainment, information, and convenience. In such case, the audiences opt for using Netflix and YouTube rather than traditional TV because they have more options to choose from.

Moreover, this study draws its evidence from the Displacement Theory, according to which greater utilization of new communication channels implies less utilization of traditional ones. That is why as people use streaming services, they spend less time watching traditional TV.