Influence of Online Streaming Services on Youth Exposure to Television Programmes in Enugu Metropolis

The rise of online streaming platforms has fundamentally disrupted traditional television consumption patterns, raising important questions about how young audiences now access and engage with audiovisual content. This study examined the influence of online streaming services on youth exposure to television programmes in Enugu Metropolis. The study was anchored on the Uses and Gratifications Theory developed by Katz, Blumler, and Gurevitch, which posits that audiences actively choose media platforms that best satisfy their informational, entertainment, and social needs. A descriptive survey design was adopted, targeting youth between the ages of 16 and 35 in Enugu Metropolis. A sample of 180 respondents was selected using stratified random sampling, and a structured questionnaire was used as the instrument of data collection. Findings revealed that a significant majority of respondents preferred streaming platforms such as Netflix, YouTube, and Showmax over conventional television, citing flexibility, variety, and on-demand access as primary motivators. Exposure to traditional Nigerian television programmes declined markedly among heavy streaming users. The study concluded that online streaming services have substantially displaced conventional television viewing among youth in Enugu Metropolis, with implications for local content producers and broadcast advertisers. It was recommended that Nigerian television stations invest in digital distribution strategies and develop streaming-compatible content to retain younger audiences in an increasingly competitive media environment.

Keywords: Online streaming, television, youth, media consumption, Enugu Metropolis