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Competitions among OTT TV Platforms and Traditional Television in Taiwan: A Niche Analysis

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  • Chen, Yi-Ning Katherine

Abstract

This study examines if OTT TV is a complement or a substitute for traditional TV. By categorizing satisfaction into seven dimensions, this study adopts niche theory to look at the aspects of gratification toward OTT TV’s complementarity of or replacement of cable TV. Following an online survey conducted during March 2016, 620 qualified responses were collected. The results show that the giant western OTT platforms overshadow the local OTT players. In terms of niche breadth, our findings present that OTT TV scores higher than traditional TV for all seven dimensions, with the greatest difference manifested on the dimension of convenience. For the niche overlap, our findings show that OTT 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. Implications for research and practices are discussed herein.

Suggested Citation

  • Chen, Yi-Ning Katherine, 2017. "Competitions among OTT TV Platforms and Traditional Television in Taiwan: A Niche Analysis," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168477, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsp17:168477
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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.
    2. 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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    Keywords

    OTT; niche theory; viewing behavior; TV; streaming industry;
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