**Abstract**

With the introduction of new digital technologies and the internet, traditional television started to share its audiences with a new technology called the OTT platforms. As of January 2023, Nigeria was home to 31.60 million social media users, equating to 14.3% of the total population. There have been studies in the area of OTT in Nigeria, but none have compared undergraduates' preference between traditional television and OTT platforms in watching movies among select universities in Nigeria. The study analysed undergraduates' preference between traditional television and OTT platforms in watching movies in select universities in Nigeria. A survey research method was used. The findings revealed that the respondents are highly aware of the existence of traditional television and OTT platforms. Further findings revealed that the undergraduates in the select universities in Nigeria preferred OTT platforms more than traditional television for watching movies. The reasons for their preference for OTT platforms for watching movies are it enables them to access a variety of movies, due to the convenience it presents and it is not costly. The researchers recommend that OTT platform operators in Nigeria should carry out effective awareness campaigns in other to promote their products and services to the people.

**Keywords:** undergraduate, preference, traditional television, OTT platform, universities
