Niche theory within video platform competition: traditional vs modern

Abstract

Rapid proliferation of the usage of internet-based modern television (IPTV and OTT) in Indonesia as well as limited and similar resources threatens the existence of old/traditional video platforms (satellite television and cable television). Adapted from ecological studies, niche theory is used to measure the level of dynamic competition among media. Through three concepts of measurement of niche theory, niche breadth, nice overlap, and competitive superiority, the competition relationship between these four video platforms can be analyzed. The questionnaire was spread out online and offline to 502 respondents of each platform. Focus group discussions were conducted in two groups with 6 respondents each group. The results of this study were also analyzed based on the media life cycle. The conclusions of this study are: 1) OTT is a generalist platform, IPTV and cable television tend to be generalist, and satellite television is classified as a specialist; 2) The highest competition occurs between cable television and IPTV; 3) OTT is the most competitive platform whereas satellite television is the least competitive; 4) Satellite television is in defensive resistance life cycle, cable television in defensive resistance and adaptation cycles, IPTV in growth cycle, and OTT in maturation cycle.