CONTINUOUS RISE OF STREAMING PLATFORMS AND ITS IMPACT ON THE VIEWING HABITS OF FILIPINO AUDIENCE

This study aimed to analyze the reasons why streaming platforms are continuing to rise and why it is becoming the more dominant platform in media. It perceived the respondents’ level of exposure to streaming platforms, reasons for subscribing to streaming platforms, perception on streaming platforms in terms of advantages and disadvantages, and the perception on the impact of the rise of streaming platforms to the viewing habits of Filipinos. The researcher used descriptive research and quantitative survey questionnaire in collecting data and 100 consumers of streaming platforms from Lucena City was randomly selected and the questionnaires was given online using Google Forms. The results gathered showed that YouTube is the Filipinos’ most preferred streaming platform, Filipinos subscribe to streaming platforms because of its portability, Filipinos struggle with binge-watching, and the traditional viewing habits of Filipinos have not changed even though they switched platforms.