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

Khandakar Rubyat Mursalin

Article Details

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

Authors:

Khandakar Rubyat Mursalin

Publisher:

Istanbul Aydin University

Main Topics:

Yeni Medya

Journal:

Yeni Medya Elektronik Dergisi Vol.8 Issue 1, pp.84-116

Document Type:

Article

Publication Date:

1/2024

Document Language:

English

Document ID (Org No.):

2001310243

pISSN:

2548-0200

Keywords:

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.

 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.

 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.

 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.

Article Details

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

Authors:

Khandakar Rubyat Mursalin

Publisher:

Istanbul Aydin University

Main Topics:

Yeni Medya

Journal:

Yeni Medya Elektronik Dergisi Vol.8 Issue 1, pp.84-116

Document Type:

Article

Publication Date:

1/2024

Document Language:

English

Document ID (Org No.):

2001310243

pISSN:

2548-0200

OTT in Bangladesh

OTT Consumption

VOD Services

OTT Emergence

OTT AdoptionOTT in Bangladesh

OTT Consumption

VOD Services

OTT Emergence

OTT Adoption

Issues

Article Details

Authors: Khandakar Rubyat Mursalin

Publisher: Istanbul Aydin University

Main Topics: Yeni Medya

Journal: Yeni Medya Elektronik Dergisi Vol.8 Issue 1, pp.84-116

Document Type: Article

Publication Date: 1/2024

Document Language: English

Document ID (Org No.): 2001310243

pISSN: 2548-0200

Issues

Authors:

Khandakar Rubyat Mursalin

Publisher:

Istanbul Aydin University

Main Topics:

Yeni Medya

Journal:

Yeni Medya Elektronik Dergisi Vol.8 Issue 1, pp.84-116

Document Type:

Article

Publication Date:

1/2024

Document Language:

English

Document ID (Org No.):

2001310243

pISSN:

2548-0200