Is Over the Top Video Platform the Game Changer over Traditional TV Channels in India? A Niche Analysis

Q2 Social Sciences

Asia Pacific Media Educator Pub Date : 2021-05-06 DOI:10.1177/1326365X211009639

H. H. Puthiyakath, M. P. Goswami

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引用次数: 7

Abstract

Since the outbreak of COVID-19 and the consequent national lockdown, the usage of over the top (OTT) platforms has significantly increased in India. The growing popularity of video streaming has made a substantial impact on the traditional TV channels during pandemic times. The purpose of this study is to examine the competition, coexistence and competitive superiority of OTT and TV in providing consumer satisfaction. The study adopted the niche theory to empirically measure the degree of gratification fulfilled by OTT and TV, the similarity between OTT and TV and the competitive superiority of OTT and TV across seven micro-dimensions of gratification. The data for the study has been gathered from 223 online users across India. The results of the study reflect that OTT provides a higher degree of satisfaction across all seven dimensions of gratification with the greatest difference manifested in the convenience dimension. The niche overlap measures indicated that the highest level of similarity between TV and OTT is in providing gratification in the relaxation dimension, whereas the least similarity was observed in the convenience dimensions. The competitive superiority of OTT surpassed TV in all dimensions with the greatest difference manifested in relaxation.

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Over Top视频平台是印度传统电视频道的颠覆者吗?生态位分析

自新冠肺炎爆发和随后的全国封锁以来，印度的OTT平台使用量大幅增加。在疫情期间，视频流媒体的日益普及对传统电视频道产生了重大影响。本研究的目的是检验OTT和电视在提供消费者满意度方面的竞争、共存和竞争优势。该研究采用小众理论，在满足的七个微观维度上实证测量了OTT和电视的满足程度、OTT和TV之间的相似性以及OTT和电视机的竞争优势。这项研究的数据来自印度223名在线用户。研究结果表明，OTT在所有七个满足维度上都提供了更高的满意度，其中最大的差异体现在便利维度上。利基重叠测量表明，电视和OTT之间的最高相似性水平是在放松维度上提供满足，而在便利维度上观察到的相似性最低。OTT的竞争优势在各个维度上都超过了电视，最大的差异体现在放松上。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Asia Pacific Media Educator COMMUNICATION-

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期刊介绍： Asia Pacific Media Educator is an international refereed journal published twice a year by SAGE Publications (New Delhi) in collaboration with the School of the Arts, English and Media, Faculty of Law, Humanities and the Arts, University of Wollongong in Australia. The journal follows international norms and procedures of blind peer reviewing by scholars representing a wide range of multi-disciplinary areas. APME focuses on generating discussions and dialogues among media educators, researchers and journalists. Content ranges from critical commentaries and essays to research reports and papers that contribute to journalism theory development and offer innovative ideas in improving the standard and currency of media reportage, teaching and training specific to the Asia Pacific region. Papers that integrate media theories with applications to professional practice, media training and journalism education are usually selected for peer review. APME also carries a Q&A section with book authors. APME takes conventional book reviews to a more creative level where reviewers directly engage with authors to understand the process that authors take in researching and writing the book, clarify their assumptions and pose critical questions.