This study investigated Nollywood film consumption patterns and streaming platform preferences among students of the Enugu State University of Science and Technology (ESUT) and the University of Nigeria, Enugu Campus (UNEC), in South-East Nigeria. The study sought to identify the most preferred streaming platforms, factors influencing platform selection, popular Nollywood genres and themes, and the relationship between film consumption and cultural engagement among university students. The research was anchored on the Uses and Gratifications Theory and the Technology Acceptance Model, which explain audience media choices and technology adoption behaviours. A descriptive survey design was adopted, and data were collected through structured questionnaires administered to 397 students selected using a multi-stage sampling technique. Data were analysed using descriptive and inferential statistics, including chi-square tests, one-way ANOVA, independent samples t-tests, and Pearson correlation, with the aid of SPSS version 28.0. Findings revealed that YouTube emerged as the most widely used streaming platform, followed by Netflix, with affordability and internet accessibility identified as the major determinants of platform preference. Comedy was found to be the most preferred Nollywood genre, while themes relating to love, relationships, youth, and campus life attracted the highest audience interest. The study further established significant differences in streaming platform usage and genre preferences among students, as well as a significant relationship between affordability and platform choice. A strong positive correlation was also found between the frequency of Nollywood film consumption and students’ cultural engagement. Additionally, economic factors, particularly the cost of internet data and subscription fees, were found to significantly influence students’ viewing habits. The study concluded that streaming platform adoption and Nollywood film consumption among university students are strongly shaped by economic realities, technological accessibility, and cultural relevance. It recommended the introduction of student-friendly subscription packages, mobile-optimized content delivery systems, and culturally inclusive film production strategies that combine global production standards with local cultural authenticity. The study highlighted the importance of affordable digital access and culturally relevant content in sustaining audience engagement with Nollywood films among young Nigerians.
Geraldine Chiamaka Ezeanaka (Mon,) studied this question.