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. 329 valid responses were administered utilising an online survey instrument using convenience and snowball sampling methods. Results of Multiple Hierarchical Regression reveal that all the Components of conventional TV have no significant correlation with the users’ socio-demographics. For OTT platforms, users’ family income shows a substantial correlation with the relaxation and convenience component. Except for the convenience component, the scores of niche breadth for all components of Conventional TV were found to be higher than those of OTT platforms. The competitive superiority of Conventional TV was found to be higher than OTT platforms in all the gratification components except the convenience component. Results show that the financial benefit and relaxation are the strongest niches for Conventional TV, while the convenience component exposed the strongest niche for OTT platforms. Though previous studies have focused on studying the user’s perceptions of the OTT platform’s picture quality and content specifications, this will be the first attempt to measure the indulgence of users towards OTT platforms and Conventional TV.

最近，OTT 平台的出现通过影响传统电视观看的技术进步和个人适应扰乱了用户的观看行为。因此，本研究调查了用户对 OTT 平台和传统电视的沉迷程度。它还将讨论用户的社会人口统计学如何与利基和满足方法的七个组成部分相关联。使用便利和滚雪球抽样方法的在线调查工具管理了 329 份有效答复。多层次回归的结果表明，传统电视的所有组成部分与用户的社会人口统计学没有显着相关性。对于 OTT 平台，用户的家庭收入与放松和便利的成分显着相关。发现除了便利组件外，传统电视所有组件的利基广度得分均高于 OTT 平台。发现传统电视的竞争优势在除便利组件外的所有满足组件中均高于 OTT 平台。结果表明，财务收益和放松是传统电视最强大的利基，而便利组件则暴露了 OTT 平台最强的利基。虽然之前的研究侧重于研究用户对 OTT 平台的画质和内容规格的看法，但这将是衡量用户对 OTT 平台和传统电视的沉迷度的首次尝试。发现传统电视所有组件的利基广度得分高于 OTT 平台。发现传统电视的竞争优势在除便利组件外的所有满足组件中均高于 OTT 平台。结果表明，财务收益和放松是传统电视最强大的利基，而便利组件则暴露了 OTT 平台最强的利基。虽然之前的研究侧重于研究用户对 OTT 平台的画质和内容规格的看法，但这将是衡量用户对 OTT 平台和传统电视的沉迷度的首次尝试。发现传统电视所有组件的利基广度得分高于 OTT 平台。发现传统电视的竞争优势在除便利组件外的所有满足组件中均高于 OTT 平台。结果表明，财务收益和放松是传统电视最强大的利基，而便利组件则暴露了 OTT 平台最强的利基。虽然之前的研究侧重于研究用户对 OTT 平台的画质和内容规格的看法，但这将是衡量用户对 OTT 平台和传统电视的沉迷度的首次尝试。发现传统电视的竞争优势在除便利组件外的所有满足组件中均高于 OTT 平台。结果表明，财务收益和放松是传统电视最强大的利基，而便利组件则暴露了 OTT 平台最强的利基。虽然之前的研究侧重于研究用户对 OTT 平台的画质和内容规格的看法，但这将是衡量用户对 OTT 平台和传统电视的沉迷度的首次尝试。发现传统电视的竞争优势在除便利组件外的所有满足组件中均高于 OTT 平台。结果表明，财务收益和放松是传统电视最强大的利基，而便利组件则暴露了 OTT 平台最强的利基。虽然之前的研究侧重于研究用户对 OTT 平台的画质和内容规格的看法，但这将是衡量用户对 OTT 平台和传统电视的沉迷度的首次尝试。