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http://dx.doi.org/10.5909/JBE.2021.26.5.583

Analysis on Determinants of OTT Service Experience and AVOD/SVOD Service Use  

Lee, Jae Ho (Broadcasting & Journalism, Dong-Ah Institute of Media and Arts)
Lee, Sang Un (Division of Broadcasting Engineering, Dong-Ah Institute of Media and Arts)
Publication Information
Journal of Broadcast Engineering / v.26, no.5, 2021 , pp. 583-591 More about this Journal
Abstract
This paper explores variables that influence the prediction of OTT service experience and free(AVOD)/ paid(SVOD) service use. Research results showed that five variables such as gender, age, personal income, household composition, and e-commerce use experience had a significant impact on identifying OTT service experience and whether to use free or paid services. Also, it was found that the probability of using SVOD increases as they prefer news and drama genres and use OTT services for more time. In summary, those who are relatively young, have a high personal income, and are more adapted to digital environments such as e-commerce are more likely to use SVOD.
Keywords
OTT(Over-the-Top); AVOD; SVOD; OTT Service Experience; OTT Service Use;
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  • Reference
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