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The Shift from TV to OTT: Trends and Transformations in Bangladesh’s Media Landscape

Students & Supervisors

Student Authors
Koushik Biswas Arko
Bachelor of Science in Computer Science & Engineering, FST
A.k.m Tamim Rahman
Bachelor of Science in Computer Science & Engineering, FST
Md. Mainul Islam
Bachelor of Science in Computer Science & Engineering, FST
Supervisors
Md. Mortuza Ahmmed
Associate Professor, Faculty, FST

Abstract

This study examined the significant transition that has taken place in Bangladesh's media consumption patterns from traditional television to over-the-top (OTT) platforms between 2013 and 2024. While traditional television household penetration only made modest gains (68% to 90%), OTT subscriptions grew nearly twenty times since 2013. Traditional television viewership dropped from 74% to 32% over the study period, while OTT viewership leaped from 13% to 91%. Average daily viewing times were somewhat reflective of these trends, as OTT eclipsed traditional television by 2024. Advertising revenue trends similarly reflected the shifting viewership patterns; TV advertising revenue peaked in 2018 then fell steadily while OTT advertising revenue rapidly increased, reaching as much as 120%. These changes were all coincident with the substantial growth of internet penetration and availability of 4G, which increased from 5% to 95%. In conclusion, there was a compelling and undeniable transformation of viewing choices, which was influenced by the increase in digital connectivity and accessibility to content.

Keywords

OTT Television Viewership Advertising Connectivity

Publication Details

  • Type of Publication:
  • Conference Name: International Conference on Business Innovation and Sustainable Development (ICBISD 2026)
  • Date of Conference: 29/01/2026 - 29/01/2026
  • Venue: Academic Building, Varendra University, Chandrima, Paba, Rajshahi-6204
  • Organizer: Department of Business Administration, Varendra University, Bangladesh
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