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1.1 Background Of The Study

The consumption of traditional media of media is gradually being replaced by the digital model around the globe. Because of its deep historical roots and its focus on interpersonal connections, telecommunication has come to be seen as an essential component of human beings. Whereas both traditional and digital media serve in many ways as a one-way relationship, digital media gives viewers an advantage over other viewers because it is the individual who decides what to watch, when to watch it, and where to watch it. Traditional media, on the other hand, does not give viewers this level of control (Cullen, 2018).

This change is the consequence of greater connection, higher speed of the internet, increased data size, and many other similar components as a result of rivalry between telecomm firms, which as a result gives access to the internet to an increasing number of people each and every day. Therefore, out of everything that is being seen everywhere in the globe, there is one online streaming service that is at the very top of the list when it comes to the total amount of data that is being consumed. According to studies conducted by Sandvine, a business that specializes in bandwidth management, streaming services such as ShowMax and Netflix account for more than 15% of the world's total internet traffic (Cullen, 2018). This seems to be an indisputable fact, given that the number of people who watch movies and download movies from these entertainment websites continues to rise every day. An online streaming service (OSS) is a source of on-demand entertainment that can be accessed online and includes television programs, movies, and other types of media. These services provide an alternative to the on-demand services provided by cable and satellite television, often at a reduced cost. However, the usage of these services does need payment of some kind, either on a pay-per-view or subscription basis. Because these services are so readily available, an increasing number of young people are becoming addicted to viewing a variety of entertainment on platforms like Netflix and ShowMax, amongst others.

Showmax is an online subscription video on demand (SVOD) provider that has just begun offering its offerings in South Africa. It focuses on local content and relationships with mobile carriers as part of its localization strategy, which it employs to compete with existing video-on-demand services offered by other companies. It seems that exposing young people to the entertainment on ShowMax has a significant impact on the way they live their lives. According to Chidex (2017), people are able to obtain a genuine look into the cuisine, music, language, religion, and way of life of a specific group of people by watching entertainment that originates from other societies or is produced by authors who have a close relationship with a foreign culture. In light of the aforementioned, it is of the utmost importance to investigate the potential impact that ShowMax entertainment may have on the cultural significance of Nigeria's young youths.

1.2 Statement Of The Problem

ShowMax is an entertainment firm based in South Africa that specializes in providing on-demand streaming content through the internet. It is one of the most successful networks that streams content from both the United States and other countries all over the globe. It provides a high degree of interest in a wide range of content, such as programs, movies, series, and television shows. ShowMax has made investments in intelligent technologies in addition to developing their own original TV content. It maintains a record of the watching habits of members and offers them individualized recommendations for the content that they should watch next. As a consequence of this, ShowMax users do not need to spend time browsing through the various catalogues since they can just view the content that has been suggested to them.

A person's childhood and adolescence are two of the most eventful and formative times in their lives (Matrix, 2016). It is very important to exercise caution with regard to the content that is being streamed to them since their transition is accompanied by a number of tumultuous changes (both emotionally and socially as well as cognitively and elsewhere). The influence of the media on the personalities of young youths is unquestionably risky since it will, in the long run, have an effect on the young people's views, culture, social interactions, and behavior. ShowMax is a good illustration of such a significant influence since it has created in the imaginations of young youths a made-up world to which they may flee and where they can live out their lives in a fictitious version of reality (Matrix, 2016). ShowMax is a multinational network, and as such, it has the ability to change the local cultures of young youths all over the world. One example of how it warped many aspects of Nigerian culture is the way that it brought many of the values and social practices of Nigerian society to other parts of the world. Evidently, there hasn't been a lot of research done on this threat; hence, the purpose of this study is to fill in the gaps in that research.

1.3 Research Objective

The objective is to conduct in-depth research on the influence of Showmax entertainment on the cultural value of Nigerian youths. The study will be guided by the specific objectives;

1.        Determine the extent of youth viewership of showmax entertainment.

2.        Ascertain whether Showmax entertainment influences youths cultural values.

3.        Ascertain whether Showmax entertainment influences the dressing attire of Nigerian youths.

4.        Ascertain whether Showmax entertainment influences the behaviour and belief system of Nigerian youths.

1.4 Research Questions

The study will be guided by the following questions;

1.        What is the extent of youth viewership of showmax entertainment?

2.        Does Showmax entertainment influence youths cultural values?

3.        Does Showmax entertainment influence the dressing attire of Nigerian youths?

4.        Does Showmax entertainment influences the behaviour and belief system of Nigerian youths.

1.5 Significance Of The Study

The relevance of this study is vast, but most importantly, this study will in so much details unveil the implication of youths excessive consumption and engagement in regular digital viewing platforms which influences their cultural and societies nuorms in all aspects. The impact of ShowMax is mainly negative especially in the among Nigerian youths because of the different cultural values that are being introduced in the content that is streamed for teenagers and young adults who are the most drawn to its platforms.

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 influence of showmax entertainment on the cultural value of Nigerian youths.

1.6 Scope Of The Study

This study is structured to generally examine the influence of Showmax entertainment on the cultural value of Nigerian youths. However, the study will further show the extent of youth viewership of showmax entertainment, ascertain whether Showmax entertainment influences youths cultural values, ascertain whether Showmax entertainment influences the dressing attire of Nigerian youths, and ascertain whether Showmax entertainment influences the behaviour and belief system of Nigerian youths.. 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


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.


Showmax is an online subscription video on demand (SVOD) service which launched in South Africa on 19 August 2015.

This material content is developed to serve as a GUIDE for students to conduct academic research


  • Reference(s):

    yes available

  • Methodology: yes available

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