INFLUENCE OF STREAMING PLATFORMS ON NIGERIA FILM INDUSTRY: A STUDY OF YOUTUBE NIGERIA FILMS

The researchers examined the impact of streaming platforms on Nigeria film industry. A study of YouTube movies.The survey research design was adopted for the study. The uses and gratification theory were used as theoreticalframework for this research. The population of study comprises 256Jos South residents through a multi stage samplingtechnique, with a sample of 245 respondents. The finding identified convenience of use and cost effectiveness as themajor factor influencing audiences' preferences for Nigerian films on streaming platforms. Based on the findings, thestudy concludes that YouTube has become an important platform for the consumption of Nigerian films. Audiencepreference is largely influenced by the accessibility, affordability, and quality of films available on the platform. Thus,it was recommended that Nigerian filmmakers should continue producing high-quality films that meet theentertainment and educational needs of audiences on YouTube, and they should optimize their YouTube channels byimproving video quality, subtitles, thumbnails, and promotional strategies to attract and retain more viewers.