Streaming Services and Film Access in Nigeria: Technological Implications for Audience Behaviour

Abstract

The global audio-visual industry has undergone remarkable transformation driven by digital convergence, which has redefined how films are produced, distributed, and consumed. In Nigeria, the rapid expansion of streaming services such as Netflix, iROKOTV, and Showmax has altered traditional film-viewing practices, granting audiences unprecedented access to local and international content. Yet, despite their growing appeal, the adoption and use of streaming services remain constrained by infrastructural and economic challenges. This study examines the technological implications of streaming services on audience behaviour in Nigeria, focusing on how digital innovation, accessibility, and socio-economic realities influence film consumption patterns. Employing a textual and conceptual analytical approach, the study draws from secondary data and the Theory of Disruptive Innovation to contextualise audience engagement with streaming platforms. Findings reveal that while streaming services provide convenience, interactivity, and diversity of content, their growth is impeded by poor broadband penetration, high data costs, erratic electricity supply, and inflationary pressures. The study further identifies how mobile broadband expansion, smartphone penetration, and social media integration create opportunities for deeper digital inclusion and audience participation. It concludes that although streaming platforms have democratised film access and reshaped consumption behaviour, achieving sustainable adoption in Nigeria requires addressing the persistent infrastructural and economic barriers that limit equitable access and engagement.