INFLUENCE OF NETFLIX ON CINEMA VIEWERSHIP AMONG THE STUDENTS OF YABA COLLEGE OF TECHNOLOGY, LAGOS-NIGERIA

The advent of digital streaming platforms, with Netflix being at the forefront, has altered the way university students consume audiovisual content. This study explored the impact of Netflix on cinema viewership patterns within this demographic, shedding light on the dynamics of a rapidly changing entertainment landscape. Through a comprehensive survey and data analysis, the paper investigated how the availability of Netflix has affected the choice and frequency of university students attending traditional cinemas. Findings revealed that the proliferation of Netflix has resulted in a notable shift in the cinematic preferences of university students, with an increased emphasis on convenience, affordability, and diverse content options offered by the platform. However, the impact of Netflix on cinema viewership varies among different groups of students, considering factors such as the genre of films, peer influence, and the overall cinema experience. Consequently, the researchers recommend that the film industry, academia, and policymakers should embrace the current changes based on the evolving dynamics of cinema and streaming viewership. The stakeholders should understand the intricate relationship between Netflix and traditional cinemas for adapting to the changing landscape of the entertainment industry and tailoring strategies to meet the preferences of young people in institutions of higher learning.