This study examines the growing influence of streaming services on traditional broadcast media consumption in Enugu, Nigeria. With the increasing popularity of platforms that offer on-demand access, exclusive content, and flexible viewing options, audience preferences have shifted away from conventional television programming. Using a mixed-methods approach involving surveys, interviews, and focus group discussions, the research investigates how streaming services affect media consumption habits, content production, and advertising revenue. The findings reveal a significant decline in traditional television viewership, particularly among younger audiences, with most respondents identifying streaming platforms as their primary source of media content. The study also highlights the impact of this shift on advertising revenue, as advertisers increasingly allocate budgets to digital platforms. In response, traditional broadcasters are adopting digital strategies, launching online streaming platforms, and investing in original content to remain competitive. The research confirms that streaming services have a substantial negative effect on traditional media consumption and advertising revenue, emphasizing the need for broadcasters to innovate and adapt to the evolving digital media landscape. The study contributes to a deeper understanding of media transformation in Nigeria and provides valuable insights for broadcasters, advertisers, and policymakers.
Okpe et al. (Mon,) studied this question.