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http://dx.doi.org/10.5392/JKCA.2022.22.04.199

An Analysis of the Impact of OTT Service Growth on Media Market Performance  

Lee, Sangwon (경희대학교)
Lee, Seonmi (KT경제경영연구소)
Publication Information
The Journal of the Korea Contents Association / v.22, no.4, 2022 , pp. 199-206 More about this Journal
Abstract
As the OTT video service has grown, much attention has been paid to its impact on the traditional media market. This study explores how the OTT video service(measured as OTT subscription revenue, OTT advertising revenue, and Netflix effect) has impacts on the traditional media market(measured as pay TV subscription revenue, media advertising revenue, and broadcast advertising revenue), using the panel dataset with 50 countries from 2012 to 2020. For pay TV subscription revenue, OTT subscription revenue is positively associated with the revenue while Netflix and broadband diffusion have negative associations. For media advertising revenue, OTT advertising revenue is positively associated with the revenue while broadband diffusion has negative association. For broadcast advertising revenue, OTT advertising revenue is positively associated with the revenue while broadband diffusion has negative association.
Keywords
OTT Market Growth; Pay TV Market Performance; Media Advertising Revenue; Netflix Effect;
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