PLATFORMISATION, AUDIENCE AGENCY, AND FILM ACCESS IN NIGERIA:TECHNOLOGICAL IMPLICATIONS FOR STREAMING BEHAVIOUR

Abstract

The global audio-visual industry is changing due to digital convergence, which has affected how films are made, shared, and watched. The rapid expansion of streaming services like Netflix, Showmax, and iROKOTV have disrupted traditional viewing habits, granting audiences unprecedented access to local and international content. Despite their growing appeal, the adoption and use of streaming services remain constrained by infrastructural and economic challenges. This study explores the deeper implications of streaming services on audience behaviour focusing on how platformisation affects media infrastructure and audience decision-making in Nigeria. Employing a textual approach, the study draws from secondary data and the Diffusion of Innovations Theory to explore audience engagement with streaming platforms. It finds that while streaming services provide audiences with more control and content choices, they also limit this control through algorithms, subscription costs, and data issues. It concludes that challenges, like poor internet access and high costs, affect audience engagement. The study suggests that improving streaming access in Nigeria requires addressing infrastructural problems and platform governance.