Effects of Live Streaming Strategies on Evangelical Church Service Participation Among Nairobi-Based Congregants

Abstract

This study examined the influence of livestreaming on church participation among evangelical congregants in Nairobi. The research was guided by three objectives: 1) To identify the key components and implementation of livestreaming strategies used by evangelical churches in Nairobi, 2) To evaluate the patterns and determinants of congregants’ participation in live-streamed church services, and 3) To investigate the role of digital literacy and internet accessibility in shaping congregants’ engagement with livestreamed worship. Media Richness Theory and Social Presence Theory framed the study, providing an understanding of how technological and mediated presence influence church participation. A quantitative survey design was employed, targeting 97 respondents drawn from five leading evangelical churches: Christ is the Answer Ministries (CITAM), International Christian Center, Winners Chapel International, Nairobi Chapel, and Nairobi Baptist Church. Data was collected using structured questionnaires and analyzed in Microsoft Excel through descriptive statistics such as frequencies, percentages, and graphical presentations. The findings revealed that livestream implementation strategies commonly featured scheduled services, multiple streaming platforms, worship team participation, and attention to technical quality. Participation patterns showed strong adoption during and after COVID-19, with convenience emerging as the most cited determinant across age groups. Digital literacy and internet access were found to be critical enablers of engagement, as respondents with higher confidence in using livestream platforms and reliable internet reported stronger positive experiences. Conversely, disruptions such as unstable connectivity, limited technical skills, and time constraints reduced levels of engagement. The study concludes that livestreaming has become an integral extension of evangelical worship in Nairobi, enabling accessibility and enabling participation into hybrid forms of church experiences. It recommends that churches invest in technical quality, provide digital literacy support, and develop inclusive strategies to enhance engagement. The study contributes to communication scholarship by situating livestreaming within African religious communication, highlighting its role in mediating faith, presence, and community in digital contexts.