OTT PLATFORMS AND MAINSTREAM MEDIA PATRONAGE IN ENUGU: A DIGITAL ENTERTAINMENT ASSESSMENT

Authors

  • Uchenna H. Eze Directorate of Research, National Institute for Policy and Strategic Studies, Kuru, Nigeria
  • Andrew Chiahalam Apeh Department of Mass Communication, Enugu State University of Science and Technology, Enugu, Nigeria
  • Mercy Lamai Ochanya Department of Mass Communication, Nasarawa State University, Keffi, Nigeria

Keywords:

Over-The-Top, Patronage, Mainstream media channels and Entertainment, Digital Age

Abstract

This study is titled OTT Platforms and Mainstream Media Patronage in Enugu:
A Digital Entertainment Assessment, aims to examine the influence of Over-The-Top (OTT)
platforms on the patronage of mainstream media channels in Enugu, Nigeria. Survey results
from 395 respondents show a significant preference for OTT platforms, driven by smartphone
use and perceived convenience. It recommended among others that media organizations in
Enugu should adopt OTT platforms to meet the entertainment demands of the increasing
number of smartphone users, as OTT platforms significantly influence mainstream media
channels; that mainstream media houses in Enugu are to incorporate the attributes of OTT
Platforms into their daily operation to attract more viewership.

Downloads

Published

2024-11-15

How to Cite

H. Eze, U., Chiahalam Apeh, A., & Lamai Ochanya, M. (2024). OTT PLATFORMS AND MAINSTREAM MEDIA PATRONAGE IN ENUGU: A DIGITAL ENTERTAINMENT ASSESSMENT. African Journal of Social and Behavioural Sciences, 14(7). Retrieved from https://journals.aphriapub.com/index.php/AJSBS/article/view/2867

Issue

Vol. 14 No. 7 (2024)

Section

Articles