The Influence of Social Media Platforms on Music Consumption Habits Among Undergraduates in Lagos State University

This study investigates the influence of social media platforms on music consumption habits among undergraduate students at Lagos State University, South West Nigeria. The rapid proliferation of digital platforms such as YouTube, Spotify, TikTok, and Instagram has fundamentally altered how young Nigerians discover, share, and engage with music. This research seeks to determine the extent to which algorithm-driven content delivery shapes musical taste, listening frequency, and genre preferences among university students. A descriptive survey design is adopted, with data collected through self-administered questionnaires distributed to 250 undergraduates drawn from five faculties using systematic random sampling. Additional qualitative data are gathered through focus group discussions with selected participants. The theoretical framework draws on uses and gratifications theory and recent digital media scholarship published within the last five years. The study also examines the implications of social media music consumption for local artists and indigenous Nigerian music genres, particularly regarding visibility and revenue generation. Preliminary findings suggest that platforms curating Afrobeats and Amapiano content dominate student listening preferences, potentially marginalising other Nigerian regional music traditions. Recommendations will focus on music promotion strategies for indigenous artists and the role of universities in cultivating diverse musical appreciation among students. Keywords: Social media, music consumption, Lagos State University, digital platforms, undergraduates.