EFFECTS OF STREAMING SERVICES ON PUBLIC PATRONAGE OF DSTV

Abstract The proliferation of streaming services such as Netflix, Amazon Prime, and local platforms like Ibox, StarTimes, and Showmax has significantly disrupted the entertainment landscape in Nigeria, posing a considerable challenge to traditional pay-TV providers like DSTV. This study delves into the effects of streaming services on public patronage of DSTV, examining the shifts in viewer preferences, subscription trends, and the competitive dynamics between traditional TV and streaming platforms. The research reveals that streaming services have indeed altered consumer behavior, offering viewers more choices, flexibility, and control over their viewing experience. Despite this, DSTV's strong content offerings, including exclusive sports and local programming, established infrastructure, and brand familiarity continue to attract and retain subscribers. However, the study highlights the imperative for DSTV to adapt its strategies to retain and grow its subscriber base in a rapidly evolving market. Specifically, DSTV may need to consider innovative pricing models, such as à la carte channel selection and bundled streaming packages, enhanced on-demand content, including local and international productions, and improved user experience through advanced set-top boxes and mobile apps. Additionally, DSTV could leverage its existing infrastructure to offer complementary streaming services, expand its content library, and explore partnerships with local content creators to stay competitive. The study provides valuable insights into the shifting media consumption patterns in Nigeria, underscoring the need for traditional TV providers to innovate and adapt to changing viewer preferences. Ultimately, the findings offer actionable recommendations for DSTV to navigate the changing landscape and remain relevant in the Nigerian entertainment market.