THE IMPACT OF ARTIFICIAL INTELLIGENCE IN THE PERSONALIZATION OF ENTERTAINMENT CONTENT: A CASE STUDY OF STREAMING PLATFORMS IN ABUJA, FCT
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CHAPTER ONE
1.1 Background of the Study
The entertainment industry has undergone significant transformation with the rise of digital streaming platforms such as Netflix, YouTube, and local providers. These platforms have revolutionized how consumers access and interact with content, offering vast libraries of movies, music, and series. One key factor driving the success of streaming platforms is their ability to provide personalized content recommendations tailored to individual user preferences.
Artificial Intelligence (AI) plays a central role in this personalization, utilizing machine learning algorithms to analyze user behavior, preferences, and viewing history. AI systems generate recommendations, predict trends, and create adaptive interfaces that cater to diverse audiences. For instance, AI models consider factors such as viewing duration, search patterns, and peer preferences to curate content that aligns with individual tastes.
In Abuja, Federal Capital Territory (FCT), where internet penetration is high and demand for streaming services is growing, AI-driven personalization has become critical to the competitiveness of platforms. However, challenges such as data privacy concerns, algorithmic biases, and limited awareness about the capabilities of AI remain prevalent. This study explores the impact of AI in content personalization for streaming platforms in Abuja, examining its influence on user satisfaction and platform engagement.
1.2 Statement of the Problem
While streaming platforms in Abuja increasingly adopt AI to enhance user experience, there is limited research on the effectiveness and challenges of these AI-driven personalization systems in the Nigerian context. Issues such as algorithmic fairness, privacy concerns, and inconsistent user engagement present obstacles that need to be systematically addressed. This study investigates the impact of AI personalization on user satisfaction and platform engagement in Abuja.
1.3 Aim and Objectives of the Study
The aim of this study is to assess the impact of AI-driven personalization on entertainment content delivery in Abuja's streaming platforms. The specific objectives are:
- To evaluate the effectiveness of AI systems in enhancing content personalization for users.
- To identify the challenges faced by streaming platforms in implementing AI-driven personalization.
- To determine the influence of AI personalization on user engagement and satisfaction.
1.4 Research Questions
- How effective are AI-driven systems in personalizing entertainment content on streaming platforms in Abuja?
- What challenges do streaming platforms in Abuja face in implementing AI for content personalization?
1.5 Research Hypotheses
- AI-driven personalization significantly improves user engagement on streaming platforms.
- Users of streaming platforms with AI-based personalization report higher satisfaction levels compared to those without such systems.
- Streaming platforms in Abuja face significant challenges related to data privacy and algorithmic biases in AI implementation.
1.6 Significance of the Study
This study provides valuable insights into how AI impacts content personalization in streaming platforms, offering recommendations for improving user experience and engagement. It also contributes to the growing body of knowledge on AI adoption in the Nigerian entertainment industry.
1.7 Scope and Limitation of the Study
The study focuses on streaming platforms operating in Abuja, examining their use of AI for content personalization. It does not cover other forms of AI applications in entertainment or streaming platforms outside Abuja. Limitations include restricted access to proprietary algorithms and potential biases in user feedback data.
1.8 Definition of Terms
- Artificial Intelligence (AI): Technology enabling systems to analyze data and make decisions that mimic human intelligence.
- Content Personalization: The process of tailoring content recommendations to individual user preferences using AI systems.
- Streaming Platforms: Digital services that provide on-demand access to entertainment content such as movies, music, and series.
- Abuja, FCT: The Federal Capital Territory of Nigeria and the geographical focus of this study.
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