Abstract

The Internet has revolutionized different sectors of the society, including the media industry. One of the innovative applications of the Internet to the media industry is television streaming. The paucity of empirical research on streaming has undermined adequate planning in this sector. Without computer literacy skills, perceived usefulness and ease of use, widespread adoption of television streaming may be a daunting task. This study adopting the UTAUT Model examined the extent to which computer literacy skills, perceived usefulness and ease of use, promoted the adoption of television streaming. Survey research design was adopted; the population comprised 27,722,432 residents. Stratified sampling technique was used to stratify the local governments into metropolitan and non-metropolitan. Subsequently, four local governments were selected randomly from the metropolitan local governments. A sample of 1,613 respondents was drawn from twelve wards using Saunders, Lewis and Thornhill’s formula .Computer literacy skills, perceived usefulness and ease of use had individual significant influence on television streaming adoption (R²=0.017, 0.132, 0.098 p<0.05)respectively. The study concluded that computer literacy skills, perceived usefulness and ease of use influenced television streaming adoption.

Key Words: Computer Literacy Skills, Perceived Usefulness, Ease of Use, Television Streaming

*Ifeoluwa Olabisi Atakiti, Ph.D. is a lecturer in the Department of Mass Communication, Babcock University, Nigeria.

**Helen Odunola Adekoya, Ph.D. is an Associate Professor in the Department of Mass Communication, Babcock University, Nigeria.

***Taiwo Abolaji Ogunwemimo is a Data Analyst with Orbital Quant Consulting, Nigeria.

© ^AMCRONJournal of Communication and Media Research, Vol. 11, No. 1, April 2019, pp. 52 – 65