Browsing by Author "Zubair, Taibat Jumoke"

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    Influence of conventional broadcast content and streaming platforms in content consumption among University of Abuja undergraduates
    (Department of Mass Communication, Nasarawa State University, Keffi, Nigeria, 2025) Babatunde, Victor Olusegun; Zubair, Taibat Jumoke
    This study investigated the "influence of conventional broadcast content and streaming platforms in content consumption among University of Abuja undergraduates." In conducting this study, three objectives guided the study. The study was hinged on Uses & Gratification Theory. Likert-scale questionnaire was designed and administered to 397 (sample) respondents among University of Abuja Students, the sample was selected from 55,364 populations based on Taro Yamane formula. In the study, systematic sampling technique was employed to distribute the sample and descriptive survey method was adopted. The data collected were statistically presented and analyzed using descriptive analysis. The study revealed that there is a stark and decisive imbalance in media exposure. Streaming platforms, particularly YouTube, TikTok, and Netflix, have moved from the fringe to the very core of daily student life. They function as the default source for entertainment, information, and social connection. In direct contrast, conventional broadcast media namely television and radio have been relegated to the periphery of their media diet. The study therefore recommended that to directly address the finding of profoundly low exposure to conventional broadcast media alongside very high exposure to digital streaming platforms, broadcast media operators must urgently pursue a strategic digital transformation. The study further recommended that in an effort to respond to the clear pattern of consumption that shows a decisive preference for frequent, on-demand, and curated viewing over scheduled broadcast, the University of Abuja should formally integrate these digital platforms into its core functions.