INVESTIGATING THE IMPACT OF NETFLIX AND DISNEY STREAMING SERVICES ON TRADITIONAL TELEVISION AMONG KWARA RESIDENTS

Abstract This study investigates the impact of Netflix and Disney+ streaming services on traditional television consumption among residents of Kwara State. A survey research design was utilized, in which 400 respondents in Ilorin East, South, West and Patigi were sampled in the study to determine their media usage, preference, access to streaming services and their perception of traditional TV compared to digital streaming services. The results have shown that despite the fact that traditional television still is used, there is a considerable amount of respondents that are progressively more interested in the on-demand content, in foreign shows, and in the higher quality streaming experiences ending up spending less time on traditional TV. The cost, internet availability and advertising trends were revealed as some of the most important factors which affect the adoption of streaming, whereas trust in the content and relevance in cultures maintain the use of the traditional TV. The paper concludes that streaming services are slowly transforming the media consumption behavior and it is necessary that the traditional media houses need to be innovative in their approaches to programming, accessibility and engagement.