Journal of Broadcast Engineering (방송공학회논문지)

The Korean Institute of Broadcast and Media Engineers (한국방송∙미디어공학회)
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The Analysis of D-CATV VOD Service Users and Their Usage Patterns

D-CATV VOD 서비스 이용자에 대한 분석과 이용행태에 관한 연구

  • Kang, Won Young (Department of Nano IT Design Fusion, Seoul National University of Science and Technology) ;
  • Seo, Chang Ho (Department of Public Policy and Information Technology, Seoul National University of Science and Technology) ;
  • Choi, Seong Jhin (Department of Electronic and IT Media Engineering, Seoul National University of Science and Technology)
  • 강원영 (서울과학기술대학교 NID융합기술대학원) ;
  • 서창호 (서울과학기술대학교 IT정책전문대학원) ;
  • 최성진 (서울과학기술대학교 전자IT미디어공학과)
  • Received : 2018.10.04
  • Accepted : 2018.11.09
  • Published : 2018.11.30
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Abstract

D-CATV VOD service provides various contents such as drama and movie with high quality regardless of time and place. As the usage time of the VOD service increases, the viewing time of real-time terrestrial broadcasting is shortened. As the demand for VOD service is high and the number of digital users is increasing, the VOD market is rapidly growing. Therefore this study investigates the age and gender analysis of digital cable TV users and analyzed the usage patterns and audience cases of users. VOD service has been shown to be used by many users for the first time through remote control and free coupons. Non-users of VOD service did not use it because of charge and did not feel the necessity, but some non-users did not recognize the free VOD service.

디지털케이블TV VOD 서비스는 시청자들이 원하는 쇼, 드라마, 영화 등 다양한 콘텐츠를 고화질로 시간과 장소에 구애받지 않고 제공한다. 실시간으로 제공하는 지상파방송 시청시간은 감소하는 반면, VOD에 대한 수요가 높게 나타나고 디지털 가입자가 확대됨에 따라 VOD 시장은 급성장하고 있다. 따라서 본 연구에서는 디지털케이블TV 가입자를 대상으로 연령과 성별 분석을 통해 인지도를 확인하고, VOD 서비스 이용자를 대상으로 이용행태와 시청사례를 분석하였다. 분석결과 다수의 이용자들이 리모컨 조작과 무료쿠폰을 통해 VOD 서비스를 처음 사용하기 시작한 것으로 나타났다. VOD 서비스 비이용자는 요금부담으로 사용하지 않으며 필요성을 느끼지 못한다는 응답이 있었지만, 일부 비이용자는 무료 VOD 서비스에 대한 것을 인지하지 못한 것으로 나타났다.

Keywords

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그림 1. VOD 플랫폼별 매출 비교 Fig. 1. Comparison of VOD platform sales

표 1. 설문조사 응답 수 및 지역, 연령, 성별 Table 1. Number of survey responses, area, age and gender

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표 3. VOD 서비스 성별/연령별 인지 경로 Table 3. VOD Service gender, age-specific cognitive path [N=650]

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표 2. VOD 서비스 인지 경로 Table 2. Recognize VOD Service

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표 4. VOD 비이용자 응답표 Table 4. VOD non-user response [N=159]

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표 5. FVOD 이용 계기 Table 5. Reasons for watching FVOD

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