OTT Services in Bangladesh: What Drives University Students to Stream?

Abstract

Over-the-top (OTT) platforms have become increasingly popular, driven by technological advancements and shifting viewing preferences. However, their use by Bangladeshi university students has remained an unresearched area. Therefore, the study aimed to identify the factors that influence university students’ use of the OTT platform in Bangladesh, applying the Uses and Gratifications Theory (UGT) to understand the motivations behind OTT platform usage. This study employed a qualitative approach, utilising an in-depth interview (IDI) method to collect data from the participants. A total of 18 IDIs were managed with NVivo 14 and analysed thematically. Factors identified from the study were categorised into four major themes. The findings revealed that university students primarily choose content based on personal preferences and recommendations from friends, peers and family members. Additionally, the flexibility of OTT platforms enables students to access content at any time on their mobile devices or laptops. Key factors, such as buffer-free streaming, ad-free experiences, offline access, and a user-friendly interface, enhance student satisfaction. This study suggests that OTT policymakers should concentrate on engaging content, user-friendly features, and affordable student packages to enhance platform engagement and accessibility.