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OTT USAGE PATTERN OF THE BANGLADESHI YOUTH: A BENIGN SIGN FOR THE NATIVE ONES

Year 2024, Volume: 8 Issue: 1, 84 - 116, 22.01.2024

Khandakar Rubyat Mursalin Nasimul Huda Nabil Ahmed Uthso

Abstract

The rise of Over-the-top (OTT) platforms has reshaped global content consumption trends, accelerated further by the COVID-19 pandemic. The pandemic-related lockdowns and the increase in mobile phone subscribers have impacted the proliferation of OTT platforms in Bangladesh. This study explores the OTT platform usage habits of Bangladeshi youth and the difficulties local platforms face when competing with their international counterparts. Using the quantitative methodology, the study conducted an online survey of young users to know about their preferences, levels of satisfaction, and opinions of domestic and international OTT platforms, using the Uses and Gratification theory as a lens. The findings show that convenience and content quality is frequently cited as the main reason for OTT usage, pointing to a satisfaction of entertainment needs. While competing with foreign behemoths like Netflix, local OTTs struggle to meet content preferences. However, the study shows that young adults in particular have a positive outlook for the future of local OTT platforms, indicating a promising path forward for the local OTT market.

Keywords

OTT in Bangladesh OTT Consumption VOD Services OTT Emergence OTT Adoption

References

  • Arjona Martín, J. B. (2021). The Convergence of Media. Internet Audiovisual Platforms (Over-The-Top) and Their Impact on the Audiovisual Market in Spain. Revista Latina de Comunicación Social, 79, 35-52.
  • Burgess, D., & Stevens, K. (2021). Taking Netflix to the Cinema: National Cinema Value Chain Disruptions in the Age of Streaming. Media Industries, 8 (1), 67-87.
  • Camilleri, M. A., & Falzon, L. (2021). Understanding Motivations to Use Online Streaming Services: Integrating the Technology Acceptance Model (TAM) and the Uses and Gratifications Theory (UGT). Spanish Journal of Marketing, ESIC, 25 (2), 217-238.
  • Dasgupta, D. S., & Grover, D. P. (2019). Understanding Adoption Factors of over-the-top Video Services Among Millennial Consumers. International Journal of Computer Engineering and Technology, 10 (1), 61-71.
  • Doyle, G. (2016). Digitization And Changing Windowing Strategies in the Television Industry: Negotiating New Windows on the World. Television & New Media, 17 (7), 629-645.
  • Fitzgerald, S. (2019). Over-the-top Video Services in India: Media Imperialism After Globalization. Media Industries Journal, 6 (2), 89,115.
  • Frieden, R. (2014). Next-Generation Television and the Migration from Channels to Platforms. In Policy and Marketing Strategies for Digital Media (pp. 60-72). Routledge.
  • Haider, S., & Samin, S. (2014). Ganajogajog Tatya O Prayag (Mass Communication Theories and implication). Bangladesh Press Institute.
  • Hannich, T. (2020). Digital Transformation in the German Sports Broadcasting Industry: A Qualitative Study on the Impact of the Disruptor OTT (Doctoral Dissertation).
  • Hossain, S. I. (2022). A Study on Over-the-Top (OTT) Video Streaming Platforms in Bangladesh. Advances in Journalism and Communication, 10 (3), 355-376.
  • Jain, M. K. (2021). The Rise of OTT Platform: Changing Consumer Preferences. EPRA International Journal of Multidisciplinary Research (IJMR), 7 (6), 257-261.
  • Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. The Public Opinion Quarterly, 37 (4), 509-523.
  • Katz, E., Haas, H., & Gurevitch, M. (1973). On the Use of the Mass Media for Important Things. American Sociological Review, 164-181.
  • Kaur, P., Dhir, A., Chen, S., Malibari, A., & Almotairi, M. (2020). Why Do People Purchase Virtual Goods? A Uses and Gratification (U&G) theory perspective. Telematics and Informatics, 53, 101376.
  • Khan, S. A. (2021). Analytics of Binge and their marketing strategies. Retrieved from: http://hdl.handle.net/10361/16927.
  • Kim, J., Kim, S., & Nam, C. (2016). Competitive Dynamics in the Korean Video Platform Market: Traditional Pay TV Platforms vs. OTT Platforms. Telematics and Informatics, 33 (2), 711-721.
  • Kumari, T. (2020). A study on Growth of over the top (OTT) Video Services in India. International Journal of Latest Research in Humanities and Social Science (IJLRHSS), 3 (9), 68-73.
  • Menon, D. (2022). Purchase and Continuation Intentions of over -the -top (OTT) Video Streaming Platform Subscriptions: A Uses and gratification theory perspective. Telematics and Informatics Reports, 5 (1), 1-15. Michaux, V. (2020). Between Television and Cinema: New Platforms Which Change with What Impact on Contents. Enjeux Numeriques. Pandey, S., Choi, M. J., & Park, S. (2019). The evolution of over the top (OTT): Standardization, key players and challenges. Majlesi Journal of Electrical Engineering, 13 (4), 81-87.
  • Patnaik, R., Shah, R., & More, U. (2021). Rise of OTT platforms: effect of the C-19 pandemic. PalArch's Journal of Archaeology of Egypt/Egyptology, 18 (7), 2277-2287.
  • Rashid, M.(2022). Emergence of Over-the-top (OTT) industry and entertainment in Bangladesh: An Analytical study. Bangladesh Film Archive Journal. 18. 95-105.
  • Rubin, A. M. (1981). An Examination of Television Viewing Motivations. Communication Research, 8 (2), 141-165.
  • Sadana, M., & Sharma, D. (2021). How Over-The-Top (OTT) Platforms Engage Young Consumers Over Traditional Pay Television Service? An Analysis of Changing Consumer Preferences and Gamification. Young Consumers, 22 (3), 348-367.
  • Steemers, J. (2016). International Sales of UK Television Content: Change and Vontinuity in “the space in between” Production and Consumption. Television & New Media, 17(8), 734-753.
  • Severin, W. J., & Tankard, J. W. (1997). Communication Theories: Origins, Methods, And Uses in The Mass Media (pp. 300-310). New York: Longman. Singh, P. (2019). New Media as a Change Agent of Indian Television and Cinema: A study of over-the-top Platforms. Journal of Content, Community and Communication, 9 (1), 131-137.
  • Sundaravel, E., & Elangovan, N. (2020). Emergence and Future of Over-the-top (OTT) Video Services in India: An Analytical Research. International Journal of Business, Management and Social Research, 8 (2), 489-499.
  • Tengeh, R. K., & Udoakpan, N. (2021). Over-the-Top Television Services and Changes in Consumer Viewing Patterns in South Africa. Management Dynamics in the Knowledge Economy. 9 (2), 257-277.

OTT Usage Pattern of the Bangladeshi Youth: A Benign Sign for the Native Ones

Year 2024, Volume: 8 Issue: 1, 84 - 116, 22.01.2024

Khandakar Rubyat Mursalin Nasimul Huda Nabil Ahmed Uthso

Abstract

The rise of Over-the-top (OTT) platforms has reshaped global content consumption trends, accelerated further by the COVID-19 pandemic. The pandemic-related lockdowns and the increase in mobile phone subscribers have impacted the proliferation of OTT platforms in Bangladesh. This study explores the OTT platform usage habits of Bangladeshi youth and the difficulties local platforms face when competing with their international counterparts. Using the quantitative methodology, the study conducted an online survey of young users to know about their preferences, levels of satisfaction, and opinions of domestic and international OTT platforms, using the Uses and Gratification theory as a lens. The findings show that convenience and content quality is frequently cited as the main reason for OTT usage, pointing to a satisfaction of entertainment needs. While competing with foreign behemoths like Netflix, local OTTs struggle to meet content preferences. However, the study shows that young adults in particular have a positive outlook for the future of local OTT platforms, indicating a promising path forward for the local OTT market.

Keywords

OTT in Bangladesh OTT Consumption VOD Services OTT Emergence OTT Adoption

References

  • Arjona Martín, J. B. (2021). The Convergence of Media. Internet Audiovisual Platforms (Over-The-Top) and Their Impact on the Audiovisual Market in Spain. Revista Latina de Comunicación Social, 79, 35-52.
  • Burgess, D., & Stevens, K. (2021). Taking Netflix to the Cinema: National Cinema Value Chain Disruptions in the Age of Streaming. Media Industries, 8 (1), 67-87.
  • Camilleri, M. A., & Falzon, L. (2021). Understanding Motivations to Use Online Streaming Services: Integrating the Technology Acceptance Model (TAM) and the Uses and Gratifications Theory (UGT). Spanish Journal of Marketing, ESIC, 25 (2), 217-238.
  • Dasgupta, D. S., & Grover, D. P. (2019). Understanding Adoption Factors of over-the-top Video Services Among Millennial Consumers. International Journal of Computer Engineering and Technology, 10 (1), 61-71.
  • Doyle, G. (2016). Digitization And Changing Windowing Strategies in the Television Industry: Negotiating New Windows on the World. Television & New Media, 17 (7), 629-645.
  • Fitzgerald, S. (2019). Over-the-top Video Services in India: Media Imperialism After Globalization. Media Industries Journal, 6 (2), 89,115.
  • Frieden, R. (2014). Next-Generation Television and the Migration from Channels to Platforms. In Policy and Marketing Strategies for Digital Media (pp. 60-72). Routledge.
  • Haider, S., & Samin, S. (2014). Ganajogajog Tatya O Prayag (Mass Communication Theories and implication). Bangladesh Press Institute.
  • Hannich, T. (2020). Digital Transformation in the German Sports Broadcasting Industry: A Qualitative Study on the Impact of the Disruptor OTT (Doctoral Dissertation).
  • Hossain, S. I. (2022). A Study on Over-the-Top (OTT) Video Streaming Platforms in Bangladesh. Advances in Journalism and Communication, 10 (3), 355-376.
  • Jain, M. K. (2021). The Rise of OTT Platform: Changing Consumer Preferences. EPRA International Journal of Multidisciplinary Research (IJMR), 7 (6), 257-261.
  • Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. The Public Opinion Quarterly, 37 (4), 509-523.
  • Katz, E., Haas, H., & Gurevitch, M. (1973). On the Use of the Mass Media for Important Things. American Sociological Review, 164-181.
  • Kaur, P., Dhir, A., Chen, S., Malibari, A., & Almotairi, M. (2020). Why Do People Purchase Virtual Goods? A Uses and Gratification (U&G) theory perspective. Telematics and Informatics, 53, 101376.
  • Khan, S. A. (2021). Analytics of Binge and their marketing strategies. Retrieved from: http://hdl.handle.net/10361/16927.
  • Kim, J., Kim, S., & Nam, C. (2016). Competitive Dynamics in the Korean Video Platform Market: Traditional Pay TV Platforms vs. OTT Platforms. Telematics and Informatics, 33 (2), 711-721.
  • Kumari, T. (2020). A study on Growth of over the top (OTT) Video Services in India. International Journal of Latest Research in Humanities and Social Science (IJLRHSS), 3 (9), 68-73.
  • Menon, D. (2022). Purchase and Continuation Intentions of over -the -top (OTT) Video Streaming Platform Subscriptions: A Uses and gratification theory perspective. Telematics and Informatics Reports, 5 (1), 1-15. Michaux, V. (2020). Between Television and Cinema: New Platforms Which Change with What Impact on Contents. Enjeux Numeriques. Pandey, S., Choi, M. J., & Park, S. (2019). The evolution of over the top (OTT): Standardization, key players and challenges. Majlesi Journal of Electrical Engineering, 13 (4), 81-87.
  • Patnaik, R., Shah, R., & More, U. (2021). Rise of OTT platforms: effect of the C-19 pandemic. PalArch's Journal of Archaeology of Egypt/Egyptology, 18 (7), 2277-2287.
  • Rashid, M.(2022). Emergence of Over-the-top (OTT) industry and entertainment in Bangladesh: An Analytical study. Bangladesh Film Archive Journal. 18. 95-105.
  • Rubin, A. M. (1981). An Examination of Television Viewing Motivations. Communication Research, 8 (2), 141-165.
  • Sadana, M., & Sharma, D. (2021). How Over-The-Top (OTT) Platforms Engage Young Consumers Over Traditional Pay Television Service? An Analysis of Changing Consumer Preferences and Gamification. Young Consumers, 22 (3), 348-367.
  • Steemers, J. (2016). International Sales of UK Television Content: Change and Vontinuity in “the space in between” Production and Consumption. Television & New Media, 17(8), 734-753.
  • Severin, W. J., & Tankard, J. W. (1997). Communication Theories: Origins, Methods, And Uses in The Mass Media (pp. 300-310). New York: Longman. Singh, P. (2019). New Media as a Change Agent of Indian Television and Cinema: A study of over-the-top Platforms. Journal of Content, Community and Communication, 9 (1), 131-137.
  • Sundaravel, E., & Elangovan, N. (2020). Emergence and Future of Over-the-top (OTT) Video Services in India: An Analytical Research. International Journal of Business, Management and Social Research, 8 (2), 489-499.
  • Tengeh, R. K., & Udoakpan, N. (2021). Over-the-Top Television Services and Changes in Consumer Viewing Patterns in South Africa. Management Dynamics in the Knowledge Economy. 9 (2), 257-277.
There are 26 citations in total.

Details

Primary Language English
Subjects New Media
Journal Section Research Article
Authors

Khandakar Rubyat Mursalin 0009-0004-6824-3428

Nasimul Huda This is me 0009-0002-0873-2073

Nabil Ahmed Uthso This is me 0000-0002-2589-7163

Publication Date January 22, 2024
Submission Date December 30, 2023
Acceptance Date January 21, 2024
Published in Issue Year 2024 Volume: 8 Issue: 1

Cite

APA Mursalin, K. R., Huda, N., & Uthso, N. A. (2024). OTT USAGE PATTERN OF THE BANGLADESHI YOUTH: A BENIGN SIGN FOR THE NATIVE ONES. Yeni Medya Elektronik Dergisi, 8(1), 84-116.
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