Since the outbreak of COVID-19 and the consequent national lockdown, the usage of over the top (OTT) platforms has significantly increased in India. The growing popularity of video streaming has made a substantial impact on the traditional TV channels during pandemic times. The purpose of this study is to examine the competition, coexistence and competitive superiority of OTT and TV in providing consumer satisfaction. The study adopted the niche theory to empirically measure the degree of gratification fulfilled by OTT and TV, the similarity between OTT and TV and the competitive superiority of OTT and TV across seven micro-dimensions of gratification. The data for the study has been gathered from 223 online users across India. The results of the study reflect that OTT provides a higher degree of satisfaction across all seven dimensions of gratification with the greatest difference manifested in the convenience dimension. The niche overlap measures indicated that the highest level of similarity between TV and OTT is in providing gratification in the relaxation dimension, whereas the least similarity was observed in the convenience dimensions. The competitive superiority of OTT surpassed TV in all dimensions with the greatest difference manifested in relaxation.

自从COVID-19爆发和随之而来的国家封锁以来，印度的top（OTT）平台使用率显着增加。在大流行时期，视频流的日益普及已对传统电视频道产生了重大影响。这项研究的目的是检验OTT和电视在提供消费者满意度方面的竞争，共存和竞争优势。该研究采用利基理论对OTT和TV的满足程度，OTT和TV的相似性以及OTT和TV在七个满意的微观维度上的竞争优势进行实证测量。该研究的数据来自印度的223位在线用户。研究结果表明，OTT在满足的所有七个方面都提供了更高的满意度，而便利性方面则表现出最大的差异。生态位重叠度量表明，TV和OTT之间的相似度最高，是在松弛维度上令人满意，而在便利度维度上，相似度最小。OTT的竞争优势在各个方面都超过了电视，其中最大的差异体现在放松方面。