<![CDATA[This quantitative study explores the uses and gratifications of YouTube, Instagram, and TikTok among 387 undergraduate students at Abubakar Tafawa Balewa University (ATBU). Using a survey design with a 5-point Likert scale questionnaire, data were analyzed with descriptive statistics. Findings indicate YouTube is preferred for educational purposes (M = 4.13, SD = 0.92), followed by Instagram (M = 2.90, SD = 1.10) and TikTok (M = 2.68, SD = 1.15) for entertainment. YouTube has the highest academic benefit (M = 3.59, SD = 1.18) and lowest distraction (M = 2.09, SD = 0.97), while Instagram and TikTok are more distracting (M = 2.64, SD = 1.07; M = 2.63, SD = 1.11). YouTube is widely used for academic tasks (M = 3.74, SD = 1.04) and information access (M = 3.85, SD = 1.03), unlike Instagram (M = 2.71, SD = 1.12) and TikTok (M = 2.62, SD = 1.17). Missed deadlines are minimal across platforms (M = 2.09–2.33). YouTube’s primary motivation is learning (M = 3.95, SD = 1.00), while Instagram and TikTok excel in entertainment (M = 3.56, SD = 1.08; M = 3.66, SD = 1.13) and creativity (M = 3.54, SD = 1.09; M = 3.76, SD = 1.07). the study recommends the integratation YouTube into academic curricula.]]>
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