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http://dx.doi.org/10.5392/JKCA.2021.21.08.069

Demand Concentration in the Korean Digital Online Movie Market  

Choi, Sung-Hee (부산대학교 지역선도 균형발전을 위한 혁신인재 양성 교육연구단)
Publication Information
The Journal of the Korea Contents Association / v.21, no.8, 2021 , pp. 69-78 More about this Journal
Abstract
With technological development including digitization, movie demand and supply in digital online movie market are increasing. This study aims to explore demand concentration of the digital online movie market, which is characterized by product variety compared to cinemas. Major findings of the empirical analysis on the TV VOD data during the recent seven years(2013 ~ 2019) are as follows. First, the analysis on 1,137 titles reveals that movie demand of theatrical market is more concentrated than that of TV VOD. Second, absolute long tail index of TV VOD, measured by the download number of indie & artistic movies(niche product), is increasing as more such movies are released in the market. However, both relative long tail index, measured by the share of indie & artistic movie demand, and top-ranked movies' share do not show consistent increase or decrease trend. Third, regression analysis exhibits that the relationship between demand concentration and market size is insignificant for TV VOD market. This study might have usefulness in that it provides empirical evidence for the nature of the Korean digital online movie market.
Keywords
TV VOD; Long-tail Effect; Blockbuster Effect; Demand Concentration; Lorenz Curve;
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Times Cited By KSCI : 2  (Citation Analysis)
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