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

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.