Authors: Oladipupo, Miracle Timothy, Ige, Micheal Ayomide
Abstract: Online broadcasting like live streaming on TikTok, YouTube, or OTT platforms such as Showmax and Netflix has exploded in Lagos, Nigeria’s buzzing media hub. Young creators and everyday viewers are jumping in, but the reality on the ground is mixed. Power cuts, spotty internet, and expensive data make it tough to stream reliably or watch without frustration. Many creators also struggle to make decent money because global platforms pay low ad rates in the region, payments get stuck, and brand deals are inconsistent. This study surveyed 350 people in Lagos, mostly creators, viewers, and media folks aged 18–34 who are deep into online content. The results point to serious headaches around infrastructure (like electricity and data costs) and money-making, with most respondents agreeing these issues hurt adoption and long-term survival. On the brighter side, people are excited about growing mobile access, huge demand for local Nollywood-style skits and live events, and possibilities like cheaper low-bandwidth tech or new ways to get paid (think airtime micropayments). Drawing from Diffusion of Innovations Theory and Uses and Gratifications Theory, the findings suggest these barriers slow down how new tools spread, while users keep coming back for convenience and cultural relevance. The research highlights that Lagos could be a powerhouse for digital content if these gaps get addressed, through better tech fixes, local payment options, smarter rules, and training for creators. In short, online broadcasting in Lagos shows real potential to boost creativity and jobs, but without practical steps to tackle power, data, and earnings problems, it might stay uneven and hard for most people to join in fully. This work adds a grounded, Lagos-focused view to the bigger conversation on digital media in places like Nigeria.
DOI: https://doi.org/10.5281/zenodo.22637866<br /
