#5695. Applying niche and gratification theory approach to examine the users indulgence towards over-the-top platforms and conventional TV

August 2026publication date
Proposal available till 23-05-2025
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Journal’s subject area:
Communication
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Abstract:
Recently, the advent of over-the-top (OTT) platforms had disrupted users’ viewing behaviour through technological advancement and personal adaptations impacting conventional TV viewing. Therefore, this study investigates the users’ indulgence level towards the OTT platforms and Conventional TV. It will also discuss how the socio-demographics of the users correlate with the seven components of the niche and gratification approach.
Keywords:
Conventional TV; Niche Theory; Over-the-top platforms; Users indulgence; Uses and Gratification Theory

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