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

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

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

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