THE IMPACT OF NETFLIX ENTERTAINMENT ON DATA CONSUMPTION OF UNIVERSITY STUDENTS

CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study

The 21st-century love of entertainment has brought about significant changes in the telecommunications industry, particularly in light of the proliferation of online streaming services. Streaming video and speech over the internet, as well as delivering content to mobile devices such as tablets and smartphones, have given rise to the development of new platforms (Pham, 2016). These systems have increased the number of different platforms that may be used for communications, entertainment, and business respectively. The most rapid area of expansion in terms of Internet use has been that of video streaming. Consumers have shown an enormous amount of interest in watching movies on demand and viewing video material on a variety of different devices, including televisions, video players, desktop computers, laptop computers, tablets, and smartphones (Maravedis, 2018). People like the ease of use of online video, as well as the high quality and three-dimensional elements that are now accessible. The proliferation of video places increased demands on the speed of communications networks as well as the telecommunications of such networks. The infrastructure of the internet is being redesigned to support the increasing rise of online video, and internet service providers are working to make it simpler to communicate and share experiences online (Pham, 2016).

According to some estimates, the entertainment sector's contribution to the total volume of Internet traffic accounts for around 30 percent of the total. Companies like Netflix, Time Warner, Comcast, Amazon, and Hulu, amongst others, are working hard to accommodate this demand in the online streaming market (Ashton, 2015).

A growing number of people in Nigeria are choosing to watch their television shows and movies on streaming services like Netflix rather than on cable. This preference spans all age groups. This spike in the use of Netflix as a source of entertainment has unavoidably had an effect on the pace at which mobile internet bandwidth is utilized. According to Judite (2017), Netflix is a well-known Video-on-Demand company that allows users to access and download many types of media content, including movies, streaming shows, and documentaries. The video-on-demand streaming service was made accessible to Nigerians in 2016, and with the debut of Netflix Naija, which intends to add more Nollywood content to its platform, there is no doubt that the streaming service is going to acquire even more popularity in Nigeria (Tim, 2017).

As a result of the popularity of Netflix among students, it has been observed that a significant number of people who use mobile connections subscribe to particular GSM connections and then switch to others when they discover that their existing services do not satisfy their particular internet requirements (Knutson, 2015). The amount of mobile data that students use to watch video entertainment from Netflix has increased as a direct result of the diversity of alternative options that are now available. In light of the aforementioned, the purpose of this research is to conduct an in-depth analysis of the influence that Netflix entertainment has on the amount of data consumed by college students.

1.2 Statement Of The Problem

The media-streaming and video-rental corporation known as Netflix was established in 1997. It is actively in the process of producing its own unique content (Tim, 2017). Netflix launched its first online subscription service in 1999, allowing users to access the service over the Internet. Netflix's website allowed subscribers to choose their desired movies and shows to watch. In addition, Judite (2017) said that Netflix is a well-known supplier of Video-on-Demand services since it enables users to view as well as download a variety of media content, including films, streaming series, and documentaries. The video-on-demand streaming service was made accessible to Nigerians in 2016, and with the debut of Netflix Naija, which intends to add more Nollywood content to its platform, the streaming service is undoubtedly going to acquire greater popularity in Nigeria (Knutson, 2015).

Since the launch of Netflix Naija, there has been a dramatic rise in the number of times that telecom providers' data services are being used. However, because of the characteristics of the market, which are characterized by a substantial split in terms of internet infrastructure and a huge economic discrepancy (Judite, 2017). Internet connectivity is still famously difficult to come by in many parts of Nigeria, as it is in many other nations in Africa. This is in addition to the sluggish download speeds and expensive costs associated with mobile data. In terms of the gap between economic classes, the levels of poverty and unemployment have continued to widen (Edward, 2016). As a result, mobile data is hard to come by, and even when it is, gaining access to it might be difficult due to the cost. As can be seen, the purpose of this research is to investigate the influence that Netflix entertainment has on the amount of data that university students use.

1.4 Objectives Of The Study

The objective is to conduct in-depth research on the impact of Netflix entertainment on data consumption of university students. The study will be guided by the specific objectives;

1.        Find out whether university students have access to Netflix  entertainment.

2.        Determine the extent of Netflix viewership among university students.

3.        Determine the level of data consumption by students during Netflix streaming.

4.        Find out the factors affecting Netflix viewership among university students.

1.4 Research Questions

The study will be guided by the following questions;

1. Does university students have access to Netflix  entertainment?

2. What is the extent of Netflix viewership among university students?

3. What is the level of data consumption by students during Netflix streaming?

4.  What are the factors affecting Netflix viewership among university students?

1.5 Significance Of The Study

The study will to a great be useful to the telecommunication sector, as it will enlighten them on need to leverage on upon the surge of online video streaming to maximize the profitability of their companies. Additionally, subsequent researchers will use it as literature review. This means that, other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regards to the impact of Netflix entertainment on data consumption of university students.

1.6 Scope Of The Study

This study is structured to generally examine the impact of Netflix entertainment on data consumption of university students. However, the study will further show out whether university students have access to Netflix  entertainment, determine the extent of Netflix viewership among university students, determine the level of data consumption by students during Netflix streaming, and find out the factors affecting Netflix viewership among university students. The respondents for this study will be obtained from Legacy University, Okija, Anambra State.

1.7 Limitation Of The Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.8 Definition Of Terms

Entertainment

The action of providing or being provided with amusement or enjoyment.

Online Streaming Service

Online streaming service (OSS) can be described as demanding online entertainment source for TV shows, movies and other media.

Netflix

Netflix is a popular Video-on-Demand provider that offers streaming and downloading of TV series, movies, documentaries etc.