OTT PLATFORMS AND MAINSTREAM MEDIA PATRONAGE IN ENUGU: A DIGITAL ENTERTAINMENT ASSESSMENT
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Abstract
This study is titled OTT Platforms and Mainstream Media Patronage in Enugu:A Digital Entertainment Assessment, aims to examine the influence of Over-The-Top (OTT)platforms on the patronage of mainstream media channels in Enugu, Nigeria. Survey resultsfrom 395 respondents show a significant preference for OTT platforms, driven by smartphoneuse and perceived convenience. It recommended among others that media organizations inEnugu should adopt OTT platforms to meet the entertainment demands of the increasingnumber of smartphone users, as OTT platforms significantly influence mainstream mediachannels; that mainstream media houses in Enugu are to incorporate the attributes of OTTPlatforms into their daily operation to attract more viewership.