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Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis

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  • Katherine Chen, Yi-Ning

Abstract

This study examines how OTT TV and cable TV compete in Taiwan through an online survey conducted in March 2016 that collected a total of 620 qualified responses. In terms of niche breadth, our findings indicate that OTT TV scores higher than traditional TV for all seven dimensions, with the greatest difference manifesting in the dimension of convenience. For the niche overlap, results show that OTT TV and traditional TV share a high level of similarity on amusement and ease of use. Overall, OTT TV's competitive superiority surpasses that of traditional TV in all dimensions. Finally, in light of program types, news, movies, and sports effectively predict users' gratification with cable TV, whereas dramas and movies are predictive of users' gratification with OTT TV. Implications for research and practices are discussed herein.

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  • Katherine Chen, Yi-Ning, 2019. "Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis," Telecommunications Policy, Elsevier, vol. 43(9).
    • Handle: RePEc:eee:telpol:v:43:y:2019:i:9:s0308596117304226
    DOI: 10.1016/j.telpol.2018.10.006
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    References listed on IDEAS

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    1. John Dimmick & Yan Chen & Zhan Li, 2004. "Competition Between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension," Journal of Media Economics, Taylor & Francis Journals, vol. 17(1), pages 19-33.
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    3. Aniruddha BANERJEE & James ALLEMAN & Paul RAPPOPORT, 2013. "Video-Viewing Behavior in the Era of Connected Devices," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(92), pages 19-42, 4th quart.
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    Cited by:

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    2. Oliver Budzinski & Sophia Gaenssle & Nadine Lindstädt-Dreusicke, 2021. "The battle of YouTube, TV and Netflix: an empirical analysis of competition in audiovisual media markets," SN Business & Economics, Springer, vol. 1(9), pages 1-26, September.
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    4. Lim, Chulmin, 2021. "Examining factors affecting local IPTV users’ intention to subscribe to global OTT service through their local IPTV service," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238036, International Telecommunications Society (ITS).
    5. Saurabh Verma & Sunil Kumar Yadav, 2023. "The Antecedents of Consumer Satisfaction Toward OTT Platforms During COVID-19 Lockdown in India," Jindal Journal of Business Research, , vol. 12(1), pages 30-43, June.
    6. Shin, Sunkyung & Park, Jooyeun, 2021. "Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea," Telecommunications Policy, Elsevier, vol. 45(9).

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