Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Supply Competitiveness of Dramas of the Domestic OTT Platforms

국내 OTT 플랫폼 드라마 수급 경쟁력 연구

  • 홍일한 (한양대학교 문화콘텐츠학과) ;
  • 박진우 (한양대학교 문화콘텐츠학과) ;
  • 김치호 (한양대학교 문화콘텐츠학과)
  • Received : 2020.10.28
  • Accepted : 2021.01.20
  • Published : 2021.01.28
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Abstract

The purpose of this study is to explore what elements and measures are necessary to grasp the content influence and competitiveness of each OTT platform, which is difficult to measure only with the existing TV broadcast ratings indicator, on the same basis. In this study, based on the RACOI, the daily Top 10 list provided by Netflix was scored to determine the correlation with the viewers' reaction to TV dramas, and a meaningful comparison criterion index was derived. Based on this, the study tried to analyze the share of content provided by the top 3 OTT platforms in Korea. Spearman's correlation analysis was performed for each indicator of RACOI and the Netflix popularity score. It was confirmed that the Netflix popularity score was correlated with the digital video views indicator of RACOI. As a result of analyzing the platforms, it was found that the popularity of the content provided by Netflix and Tving was relatively high. This study did not secure the company's sales data, and there is a limitation in that long-term tracking analysis could not be performed. However, the study extracted the viewer response indicators of TV that are correlated with popularity within Netflix. It is valuable as a basic study of an extended study that compares and confirms the long-term impact of content provided by each OTT platform in the future.

본 연구는 기존의 TV 방송 시청률 지표만으로 측정하기 어려운 각 OTT 플랫폼의 콘텐츠 영향력과 경쟁력을 동일 기준 선상에서 파악하기 위해 필요한 요소와 방안이 무엇인지를 탐색하는 목적을 갖는다. 방송콘텐츠 가치정보분석시스템(RACOI)을 기반으로 넷플릭스가 제공하는 일별 Top 10 리스트를 점수화하여 방송 드라마 시청자 반응과의 상관관계를 파악, 유의미한 비교 기준을 도출하였고 이를 토대로 국내에서 서비스를 제공하는 상위 3개 OTT 플랫폼콘텐츠의 인기도를 비교 분석하여 살펴보고자 하였다. RACOI의 각 집계 항목과 넷플릭스 인기도 점수에 대해 스피어만 상관분석을 수행하여 넷플릭스 인기도 점수가 RACOI 영상조회수 지표와 상관관계의 성립을 확인하였고, 해당 기준 값을 토대로 시청자 반응 상위의 미니시리즈 작품 제공 현황을 분석한 결과 티빙과 넷플릭스에서 제공되었던 콘텐츠의 인기도가 상대적으로 높았던 것을 파악할 수 있었다. 본 연구는 매출 자료를 포함하지 못하고, 장기간 추적 분석을 수행하지 못한 한계가 있다. 다만, OTT 플랫폼 내 인기도와 상관관계가 있는 방송 시청자 반응 지표를 검증하였고 이를 기반으로 국내 OTT 플랫폼의 콘텐츠 경쟁력을 비교해 볼 수 있었으며, 향후 각 OTT 플랫폼에서 제공하는 콘텐츠들의 장기적인 영향력을 비교 확인하는 확장된 연구의 기초 연구로서 가치가 있다.

Keywords

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