The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

An Analysis of the Impact of Digital Content Usage on Smart TV Usage

디지털 콘텐츠 이용이 스마트TV 이용에 미치는 영향 연구

  • Received : 2022.02.03
  • Accepted : 2022.02.28
  • Published : 2022.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

As digital content services, especially OTT(over-the-top) video services, diffuse rapidly, so do smartTVs. Based on the indirect network effect theory and the complementarity theory, this study explores the relationship between digital content services and smartTV. Using the Media panel dataset, this study analyzes how the usage of digital content service (OTT usage, OTT usage volume, the usage of various OTT service types, and online game/music/education/news service) affects smartTV usage. This study shows that OTT usage and its usage volume is positively associated with smartTV usage, and that the usage of various OTT service types is positively associated with smartTV usage compared with non-OTT users. As for online content services, the usage of online education service is positively associated with smartTV usage while the usage of online news service is associated negatively. These results support the indirect network effect theory and the complementarity theory.

OTT(over-the-top) 비디오 서비스가 성장하면서 스마트TV가 동반 성장 중이다. 이 연구는 간접 네트워크 효과와 보완 이론을 적용하여 디지털 콘텐츠 이용과 스마트TV 이용 간의 관계를 탐색했다. 전국 대상 설문조사를 실시한 한국미디어패널데이터를 활용하여 디지털 콘텐츠 이용(OTT 이용여부/이용량/유형별 이용, 온라인 게임/음악/교육/뉴스 서비스 이용)이 스마트TV 이용에 미치는 영향을 분석했다. 연구결과 OTT 이용자일수록, OTT 이용시간이 많을수록 스마트TV를 이용했으며, 유료OTT단독가입, 유료OTT복수가입, 무료OTT 이용자들이 OTT 비이용자 대비 스마트TV를 이용했다. 온라인 서비스 중에서 교육서비스 이용은 스마트TV 이용과 정(+)의 관계가, 뉴스 이용은 부(-)의 관계가 있었다. 이 연구결과로 디지털 콘텐츠의 다양성과 이용증대가 스마트TV의 수요를 증대시킨다는 간접 네트워크 효과 이론이 지지되었으며, OTT 이용자가 대형 TV화면을 이용하면서 OTT와 스마트TV간 보완관계가 형성된다는 보완이론이 지지되었다.

Keywords

References

  1. https://www.grandviewresearch.com/industryanalysis/smart-tv-industry, 2022.1.18.
  2. RTL, The power of total video, 2020.
  3. J. Varmarken, H. Le, A. Shuba, Z. Shafiq, and A. Markopoulou, "The TV is Smart and Full of Trackers," Sciencedo, 2019.
  4. 정보통신정책연구원, 디즈니플러스, 애플 TV플러스 진입 등에 따른 글로벌 OTT 시장 경쟁환경 및 사업전략 변화, 2019.
  5. https://hollywoodmask.com/entertainment/market-share-netflix-competitors-hbo-max-amazon-prime-disney-subscribers.html, 2022.1.18.
  6. https://www.zemoga.com/insights/blog/smart-tv-app-development, 2022.1.18.
  7. https://omdia.tech.informa.com/OM017805/Global-OTT-Video-Bundling-Deals-and-ServicePartnerships-1Q21-Highlights, 2022.1.18.
  8. https://www.phillyvoice.com/comcast-smart-tv-xclass-hisense-walmart-xfinity-streaming/, 2022.1.18.
  9. https://www.emarketer.com/chart/212853/usover-the-top-ott-video-service-users-connected-tv-users-2017-2021-millions-of-internet-users, 2022.2.26.
  10. 조영신, "스마트 TV 시대의 지역 기반 방송의 위상과 과제:망의 진화로 본 방송시장," 언론정보연구, 제49권, 제1호, pp.295-329, 2012. https://doi.org/10.22174/JCR.2012.49.1.295
  11. https://www.joongang.co.kr/article/24062885#home, 2022.1.18.
  12. https://www.asiatoday.co.kr/view.php?key=20211025010014341, 2022.1.18.
  13. 방송통신위원회, 방송시장경쟁상황평가, 2021.
  14. 이선미, "스마트TV 이용에 영향을 미치는 요인에 관한 연구," 디지털콘텐츠학회논문지, 제21권, 제6호, pp.524-532, 2021.
  15. D. Sivasakthi and G. Henry, "A study on consumer buying behavior towards LG Smart TV with special reference," International Journal of Multidisciplinary Research, Vol.7, No.11, pp.82-84, 2021.
  16. E. Park, Creating a sustainable business model for the TV industry, MIT, Dissertation, 2014.
  17. Sparkninety, Connected TV advertising market dynamics, 2020.
  18. P. Murschetz, "The Changing Face of the German Broadcast Television Industry," Medien Journal, Vol.39, No.3, pp.44-57, 2017.
  19. 문철수, 최민재, "스마트TV 등장이 국내 방송 환경에 미치는 영향에 관한 탐색적 연구," 방송통신연구, 제73호, pp.147-170, 2010. https://doi.org/10.22876/KJBTR.2011.73.006
  20. 정두남, 최성진, "스마트TV의 기술과 방송정책," 방송통신연구, 제77호, pp.77-103, 2011. https://doi.org/10.22876/KJBTR.2012.77.003
  21. H, Moghaddam, G. Acar, B. Burgess, A. Mathur, D. Huang, N. Feamster, E. Felten, P. Mittal, and A. Narayanan, "Watching You Watch: The Tracking Ecosystem of Over-the-Top TV Streaming Devices," Computer and Communications Security conference, 2019.
  22. P. Suman, Y. Won, M. Choi, and J. Gil, "Community Model for Smart TV over the Top Services," Journal of Information Processing Systems, Vol.12, No.4, pp.577-590, 2016. https://doi.org/10.3745/JIPS.03.0057
  23. M. Clements, "Direct and indirect network effects: are they equivalent?," International Journal of Industrial Organization, Vol.22, pp.633-645, 2004. https://doi.org/10.1016/j.ijindorg.2004.01.003
  24. J. Ferrel and J, Saloner, "Installed base and compatibility, innovation, product preannouncements, and predation." American Economic Review, Vol.76, pp.940-955, 1986.
  25. K. Corts and M. Lederman, "Software exclusivity and the scope of indirect network effects in the US home video game market," International Journal of Industrial Organization, Vol.27, pp.121-136, 2009. https://doi.org/10.1016/j.ijindorg.2008.08.002
  26. Y. Sun, The value of branding in two-sided platforms, The University of Toronto, Dissertation, 2013.
  27. S. Lee and S. Lee, "Early diffusion of smartphones in OECD and BRICS countries: An examination of the effects of platform competition and indirect network effects," Telematics and Informatics, Vol.31, pp.345-355, 2014. https://doi.org/10.1016/j.tele.2013.12.002
  28. E. Rogers, Diffusion of innovations, 2003.
  29. H. Son, S. Lee, B. Jin, and M. Cho, "Examination of influential factors of tablet PC use: an application of theory of planned behavior and technology acceptance model," Journal of Communication Science, Vol.14, No.4, pp.106-145, 2014. https://doi.org/10.14696/jcs.2014.12.14.4.106
  30. S. Lee, S. Lee, and S. Chan-Olmsted, "An empirical analysis of tablet PC diffusion," Telematics and Informatics, Vol.34, pp.518-527, 2017.
  31. M. Dutta-Bergman, "Complementarity in consumption of news types across traditional and new media," Journal of Broadcasting & Electronic Media, Vol.48, pp.41-60, 2004. https://doi.org/10.1207/s15506878jobem4801_3
  32. 이선미, "IPTV VOD이용자와 비VOD이용자간 그룹 세분화의 영향요인에 관한 연구," 디지털콘텐츠학회논문지, 제21권, 제3호, pp.495-503, 2020.
  33. 이선미, "OTT 이용행태에 관한 탐색적 연구," 디지털콘텐츠학회논문지, 제21권, 제7호, pp.119-126, 2021.
  34. H. Yang and H. Lee, "Exploring user acceptance of streaming media devices: an extended perspective of flow theory," Information Systems and e-Business Management, Vol.16, pp.1-27, 2018. https://doi.org/10.1007/s10257-017-0339-x