On the competition between Video OTT platforms vs Traditional TV: A niche case study in Greece

Telematics and Informatics Reports Pub Date : 2024-10-15 DOI:10.1016/j.teler.2024.100166

Athanasios Papathanasopoulos, Dimitris Varoutas

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Abstract

This paper examines the competition between Traditional TV and Video OTT platforms in Greece. Niche theory has been adopted to measure users’ gratification fulfilled by TV and Video OTTs, the competitive superiority of each medium, and the similarity between the two media across seven aspects of gratification. The results of an online survey conducted between February and October 2022, which collected a total of 508 responses, suggest that streaming TV exhibits a comparative advantage over Traditional TV in several dimensions of gratification, apart from information and financial benefits. Additionally, the survey revealed that Video OTTs and Traditional TV showed comparable levels of similarity concerning ease of use, convenience, and information, indicating that users perceived both media to be similarly accessible, user-friendly, and informative. Furthermore, the survey's findings suggest that Video OTT platforms are perceived to be superior to Traditional TV in terms of relaxation, where they scored the highest compared to all other dimensions.

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视频 OTT 平台与传统电视之间的竞争：希腊利基案例研究

本文探讨了希腊传统电视与视频 OTT 平台之间的竞争。本文采用利基理论来衡量用户通过电视和视频 OTT 获得的满足感、每种媒体的竞争优势以及两种媒体在满足感的七个方面的相似性。2022 年 2 月至 10 月期间进行的在线调查共收集了 508 份回复，调查结果表明，除了信息和经济收益外，流媒体电视在满足感的多个维度上都比传统电视更具比较优势。此外，调查还显示，视频 OTT 和传统电视在易用性、便利性和信息方面表现出相当的相似性，表明用户认为这两种媒体都具有相似的可访问性、用户友好性和信息性。此外，调查结果显示，视频 OTT 平台在轻松性方面优于传统电视，在所有其他维度中得分最高。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Telematics and Informatics Reports

CiteScore

1.90

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0.00%

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