THE IMPACT OF ONLINE STREAMING ON RADIO LISTENING HABITS AMONG UNIVERSITY STUDENTS

THE IMPACT OF ONLINE STREAMING ON RADIO LISTENING HABITS AMONG UNIVERSITY STUDENTS ( A CASE STUDY OF THE UNIVERSITY OF UYO)

Abstract:

This study examines the transformative impact of online streaming platforms on university students’ radio listening habits. The convenience and accessibility of Internet streaming services have changed traditional media consumption patterns due to the rapid growth of digital technologies. This study aims to determine the extent to which the development of online streaming has altered university students’ radio listening habits and to investigate the underlying reasons driving these changes.

The study used a mixed-methods approach, combining quantitative survey data and qualitative interviews to provide a thorough understanding of the phenomenon. To measure the frequency of radio listening, preferred platforms, and motivations for engaging with traditional radio broadcasts and internet streaming services, a representative sample of university students from varied academic disciplines and demographic backgrounds are questioned. In-depth interviews are then undertaken to elicit the participants’ experiences, perceptions, and attitudes toward radio and online streaming.

According to preliminary studies, there has been a significant shift in radio consumption patterns among university students. Traditional radio transmission is still a popular source of information and entertainment, but online streaming services have gained significant traction as an alternative platform. This trend is being driven mostly by the convenience of on-demand material, personalization possibilities, and diversified programming available through streaming media. Furthermore, socioeconomic considerations, technology familiarity, and generational patterns appear as key predictors influencing radio versus internet streaming decisions.

The study adds to the expanding corpus of research on media consumption trends in the digital age, concentrating primarily on the consequences for the radio industry. This study offers insight into the changes necessary for radio broadcasters to remain relevant in an increasingly competitive landscape by unraveling the intricate interplay between technology improvements and media choices. Furthermore, the survey informs media educators, content developers, and legislators about the shifting media habits of the younger demographic and provides ideas for producing content that appeals to their preferences.

In summary, the findings of this study indicate that the introduction of internet streaming platforms has resulted in a major shift in radio listening behaviors among university students. Understanding these transitions is critical for stakeholders in the broadcasting sector as technology innovations continue to reshape media consumption practices. This study emphasizes the importance of adjusting to shifting audience preferences while also presenting a nuanced view of the coexistence of traditional and digital media outlets. More research is needed to determine the long-term effects of these developments on the media landscape.

THE IMPACT OF ONLINE STREAMING ON RADIO LISTENING HABITS AMONG UNIVERSITY STUDENTS ( A CASE STUDY OF THE UNIVERSITY OF UYO), GET MORE MASS COMMUNICATION PROJECT TOPICS AND MATERIALS