This paper argues that TikTok comedy skits have significantly affected the viewership of Nollywood movies in Abuja, Nigeria. The objectives of this study are to determine the level of exposure to TikTok comedy skits among Abuja residents; assess the impact of TikTok comedy skits on the frequency of watching Nollywood movies among Abuja residents; determine the extent to which TikTok comedy skits influence Abuja residents' opinions about Nollywood movies; and ascertain the effectiveness of TikTok as a marketing platform for Nollywood movies among Abuja residents. The paper employs the Uses and Gratifications Theory as its theoretical framework to analyze the motivations behind media consumption choices, comparing the gratifications sought from TikTok comedy skits versus Nollywood movies. Methodologically, this study utilizes survey research design and questionnaire as instrument of data collection. It examines trends in digital media consumption, attention spans, and the growing popularity of short-form content. The paper posits that TikTok's addictive nature, characterized by brief, engaging videos, has conditioned viewers to prefer shorter content, potentially drawing them away from feature-length Nollywood productions. Additionally, it argues that TikTok's role as a primary source of entertainment news and cultural discourse may be redirecting attention from traditional Nollywood marketing channels.
Vol. 3, No 2, pp. 47-53.