Internet Penetration And The Adoption Of Television Streaming Among Stakeholders

Television streaming has come to stay with increase in Internet and broadband penetration. However, for television streaming to be successful, it has to be adopted by the audience. An influencing factor towards adoption could be the demographic dimensions of television viewers. Hence this study examined internet penetration and the adoption of television streaming among stakeholders in south-west Nigeria. Survey research design was adopted; the population comprised all the residents in the south west states. Stratified sampling technique was used to stratify the local governments into metropolitan and non-metropolitan. Subsequently, four local governments were selected randomly from the metropolitan local governments. A sample size of 153 respondents was drawn from twelve wards using judgemental sampling technique.

Conclusion and Recommendation

From the findings of this study, it was concluded that demographic status of respondents had individual significant influence on the adoption of television streaming. It was further noted in the study that there is a significant difference in the pattern of adoption of television streaming by demographic dimensions of respondents, except for gender which indicated a similar pattern of adoption in both male and female respondents. In addition, it was surmised that the millennial and digital migrants are the major adopters of television streaming as they are the major users of information technologies. The study thus recommended that television stations should also take into cognisance the differences in the patterns of adoption across age groups and states and design contents that will meet the needs of the different age categories and geographical locations of the intended audiences.

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