DEMOGRAPHIC DIMENSIONS OF ADOPTION OF TELEVISION STREAMING AMONG RESIDENTS IN SOUTH-WEST NIGERIA

By Ifeoluwa Olabisi Atakiti & Taiwo Ogunwemimo

By

Ifeoluwa Olabisi Atakiti,
Mass Communication Department, Babcock University
+234807038153339
atakitii@babcock.edu.ng

Taiwo Ogunwemimo
Department of Information Resource Management, Babcock University
orbitalquant@gmail.com

ABSTRACT

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 characteristics dimension of adoption of television streaming among residents in southwest Nigeria. Survey research design was adopted; the population comprised 27,722,432 residents. 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 1,613 respondents was drawn from twelve wards using Saunders, Lewis and Thornhill’s formula. The study found that there was a significant difference in adoption of television streaming by demographic dimensions of respondents while only occupational status had significant influence on adoption of television streaming. The study recommended that television stations should research the demographics of their online viewers and design relevant streaming contents that will meet their needs.

Word count: 165

Keywords: Television streaming, television viewers, Demographic dimensions, occupational status, significant difference, adoption