Streaming Platforms and the Performance of Pay TV Industry in Nigeria

Abstract

The emergence of streaming platforms has significantly transformed the global entertainment landscape, raising concerns about their impact on traditional Pay TV services. In Nigeria, the growing adoption of streaming platforms like Netflix has introduced competitive pressure on Pay TV providers such as Star Times, prompting debates on consumer preferences and market sustainability. The study examined impact of streaming platforms (Netflix subscription growth) on the performance of Pay TV in Nigeria. The study adopted quantitative method approach, and using a cross sectional survey design. The population of the study was 24.9 million which comprises of about 10million star times subscribers and 14.9 million DSTV users, with a sample size of 400 determine using Taro Yamane. Simple random sampling technique was applied in the administration of the questionnaire; Data was collected using surveys questionnaire. The study employed a linear regression analysis and SPSS to analyze the data. The findings revealed that Netflix subscriptions growth have positive and significant impact on the starTimes decoder sales of Pay TV in Nigeria. Hypotheses two also indicate that Netflix subscription growth have positive significant impact on the monthly subscription of pay TV in Nigeria. The study concludes that Streaming platforms (Netflix subscription growth) have positive and significant impact on starTimes decoder sales of Pay TV in Nigeria, and Netflix subscription growth rate have positively impacted pay TV(starTimes) monthly subscription in Nigeria. The study recommends that management of StarTimes should invest heavily through integrating hybrid streaming option in their services to compete with Netflix and other streaming platform to increase the sales of it decoders, and remain competitive. Pay TV providers should invest in exclusive content (local programs and live sport) to increase subscribers’ retention.