Recently, there has been a significant shift in media consumption patterns in Nigeria, among younger audiences, mostly Gen-Z, favouring online streaming platforms over traditional television. This trend is driven by various factors, including the rise of digital integration, content personalization, multi-device compatibility, and economic considerations.
Younger generations have grown up in a digitally saturated environment, making them adept at navigating various online platforms. Streaming services such as Netflix, YouTube, Hulu, TikTok and Amazon Prime Video offer on-demand access to a vast array of content, aligning with their desire for immediacy and convenience. A 2024 report highlighted that streaming usage increased by 21% over the previous year, accounting for nearly one-third of total TV time.
Several streaming services have gained prominence among Nigerian youth:
Netflix: As of 2024, Netflix reported approximately 182 million monthly active users worldwide, making it one of the leading streaming services globally.
YouTube: YouTube remains the most popular platform among teens, with 90% using it, albeit slightly less than in 2022.
TikTok: TikTok’s engaging short-form content has captivated younger audiences, boasting over 1 billion monthly active users as of 2023.
Amazon Prime Video: The platform’s user-friendly interface and adaptive streaming quality ensure a seamless viewing experience, even with varying internet speeds, making it particularly appealing to younger audiences accustomed to mobile consumption.
Hulu: Offering a mix of current TV episodes and original content, Hulu had around 30 million monthly active users, with a significant portion being younger viewers.
Boomplay: Focusing on African music, Boomplay had 75 million users in Africa as of mid-2020, providing a vast library of local and urban music content.
KDNPLUS: Established in 2024, KDNPLUS specializes in Nollywood films and African dramas, aiming to promote African cinema globally.
Ibakatv: Launched in 2011, Ibakatv offers over 15,000 hours of Nollywood movies and TV content, making it a leading platform for Nigerian cinema.
IROKOtv: Established in 2010, IROKOtv is a significant distributor of Nollywood films online, providing a vast library of Nigerian movies to a global audience.
Lambo Xtra: Formerly known as 9janimi Channel, Lambo Xtra is a Lagos-based platform launched in 2010, focusing on Afro-pop music and catering to the evolving tastes of Nigerian youth.
Several key factors contribute to this migration from traditional TV to online streaming:
On-Demand Access: Streaming services allow users to watch content at their convenience, unlike scheduled programming on traditional TV.
Gen Z has grown up in a digitally saturated environment, making them adept at navigating various online platforms. Streaming services such as Netflix, Hulu, and Amazon Prime Video offer on-demand access to a vast array of content, aligning with Gen Z’s desire for immediacy and convenience. A 2024 report highlighted that streaming usage increased by 21% over the previous year, accounting for nearly one-third of total TV time.
Diverse Content: Streaming platforms utilize sophisticated algorithms to recommend content tailored to individual preferences, enhancing user engagement. This personalized approach contrasts with the one-size-fits-all model of traditional television programming. Moreover, streaming services provide a diverse range of genres and formats, catering to the eclectic tastes of Gen Z viewers. For instance, a 2024 survey revealed that 42% of Gen Zs in Nigeria watch cartoons weekly, a genre readily available on platforms like Netflix
Platforms like Ibakatv and IROKOtv offer extensive libraries of Nollywood films, catering to local tastes and preferences.
Mobile Compatibility: The ability to access streaming services across multiple devices—smartphones, tablets, laptops, and smart TVs—resonates with Gen Z’s mobile-centric lifestyle. This flexibility allows for content consumption on-the-go, a feature not typically offered by traditional television. In Nigeria, children six five to sixteen spent an average of three hours online daily, with 58% watching on-demand shows on mobile phones.
Global Reach of Nigerian Music: The international success of Nigerian artists in genres like Afrobeats has been amplified by streaming platforms, allowing artists to reach global audiences.
Economic Considerations: The cost-effectiveness of streaming subscriptions, which offer vast libraries of content at a fixed monthly rate, appeals to Gen Z consumers who are often budget-conscious. This economic advantage, combined with the ability to share accounts, makes streaming services more attractive than traditional cable packages.
The rise of streaming has coincided with a decline in traditional television viewership among Nigerian youth. This trend reflects a global pattern where younger audiences prefer the flexibility and variety offered by online platforms.
The preference of Nigerian youth for online streaming platforms over traditional television is driven by the demand for convenience, diverse content, and mobile accessibility. As streaming services continue to grow, they are reshaping the media landscape in Nigeria, offering both opportunities and challenges for content creators and traditional broadcasters.
By Benprince Ezeh
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