Influence of User-generated Content on Local Film and Television Production in Kenya

Abstract

The advent of digital technology and the rapid growth of social media platforms have ushered in a new era of media consumption that is characterized by the increased production and dissemination of User-Generated Content (UGC). This transformation has influenced the way audio-visual content is created, distributed and consumed, with local film and TV producers increasingly adopting digital platforms such as Over-The-Top Television (OTT-TV), Video-On-Demand (VOD) and vertical films that are shared on YouTube, Instagram and TikTok. UGC has also introduced new models of content monetization, where creators receive direct economic incentives from audiences, brands and digital platforms. This study sought to examine the influence of UGC on local film and TV production in Kenya. The study was guided by five objectives that examined the influence of technological factors, economic incentivization, treatment, timeliness and the moderating influence of media policy on the relationship between UGC and local film and TV production in Kenya. The study was anchored on the Technology Acceptance Model (TAM), Disruptive Innovation Theory (DIT), Uses and Gratifications Theory (UGT) and Advocacy Coalition Framework (ACF). A convergent parallel mixed-methods research design was adopted, integrating quantitative and qualitative approaches. The target population comprised 2,167 local film and TV producers and UGC creators on YouTube, Instagram and TikTok. Quantitative data was collected from 384 respondents who were selected through proportionate stratified random sampling, while qualitative data was further obtained from 24 key informants from relevant institutions and the local film and TV production industry such as KFC, KFCB, DFS and CA through purposive sampling. Data collection was conducted using questionnaires and interview guides. Quantitative data was analyzed using SPSS Version 25 through descriptive and inferential statistics, including correlation, regression as well as ANOVA, while qualitative data was analyzed thematically. The reliability of research instruments was established through Cronbach’s alpha testing during the pilot study. The findings reveal that UGC significantly influences local film and TV production in Kenya, with technological factors and media policy emerging as the strongest factors. The study found that digital access, internet connectivity and supportive regulatory frameworks enhance the integration of UGC into local film and TV content production processes. Although economic incentivization and timeliness positively influenced local film and TV production, their effects were not statistically significant. The study further established that media policy moderates the relationship between UGC and local film and TV production, highlighting the importance of regulatory support in maximizing the benefits of digital content creation. The study concludes that the integration of UGC, while supported by appropriate technological infrastructure and effective media policies, has the potential to transform local film and TV content production sector by improving production capacity, diversity as well as audience engagement. The study recommends strengthening of digital infrastructure, enhancing regulatory frameworks and developing supportive policies that can encourage sustainable integration of UGC within the local film and TV content production industry in Kenya.