Asymmetric coexistence in OTT vs television niche competition: evidence from Bangladesh

This study examines competition between over-the-top (OTT) video platforms and traditional television in Bangladesh using Uses and Gratifications Theory and niche theory. Based on a survey of 966 respondents who regularly use TV and OTT, the analysis employed paired t-tests, niche breadth, niche overlap, competitive superiority and hierarchical regression models. The findings show that global OTT platforms dominate video consumption and significantly outperform television across six of seven gratification dimensions, especially convenience, ease of use, entertainment, and perceived financial benefit. However, no significant difference is found for information gratification, and niche overlap in this dimension is extremely high, indicating functional parity between OTT and television for news consumption. Behavioral analyses reveal asymmetric usage effects: OTT viewing strengthens OTT gratifications without reducing television gratifications, while heavier television viewing slightly reduces perceived OTT convenience and usability. Together, these results identify an asymmetric coexistence pattern in OTT–TV niche competition, in which OTT platforms function as dominant generalists while television persists within a narrower but resilient informational niche. This empirically observed pattern provides a comparative reference for examining OTT–TV coexistence in other national and platformized media contexts.