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ABSTRACT
The rapid growth of streaming services has significantly impacted traditional television broadcasting, challenging its dominance in the media landscape. This study explores the influence of streaming platforms on traditional television broadcasting, focusing on changing viewer preferences and consumption habits. A survey method was employed, to gather data from students at the University of Benin (UNIBEN). The research aimed to understand students' viewing habits, preferences, and attitudes towards both traditional television and streaming services. Quantitative data were collected through structured surveys, while qualitative insights were obtained through semi-structured interviews. The findings revealed a notable shift in viewer preferences towards streaming services among UNIBEN students. Convenience, diverse content offerings, and flexibility were identified as primary factors driving the adoption of streaming platforms. However, traditional television broadcasting still holds value for certain content genres and communal viewing experiences. Streaming services have emerged as formidable competitors to traditional television broadcasting, reshaping the media consumption landscape. While streaming platforms offer unprecedented convenience and content variety, traditional television maintains relevance, particularly for live events and communal viewing. To remain competitive, traditional broadcasters should consider adapting to changing viewer preferences by incorporating digital elements and enhancing user engagement. Collaborative efforts between broadcasters and streaming services could also provide synergistic opportunities to deliver comprehensive content offerings that cater to diverse audience needs.
