Browse > Article
http://dx.doi.org/10.5392/JKCA.2022.22.05.319

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

Lee, Seonmi (KT경제경영연구소)
Publication Information
The Journal of the Korea Contents Association / v.22, no.5, 2022 , pp. 319-326 More about this Journal
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.
Keywords
Smart TV; OTT; Indirect Network Effect Theory; Complementarity Theory;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 J. Varmarken, H. Le, A. Shuba, Z. Shafiq, and A. Markopoulou, "The TV is Smart and Full of Trackers," Sciencedo, 2019.
2 https://www.zemoga.com/insights/blog/smart-tv-app-development, 2022.1.18.
3 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.
4 https://www.asiatoday.co.kr/view.php?key=20211025010014341, 2022.1.18.
5 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.
6 P. Murschetz, "The Changing Face of the German Broadcast Television Industry," Medien Journal, Vol.39, No.3, pp.44-57, 2017.
7 J. Ferrel and J, Saloner, "Installed base and compatibility, innovation, product preannouncements, and predation." American Economic Review, Vol.76, pp.940-955, 1986.
8 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.   DOI
9 S. Lee, S. Lee, and S. Chan-Olmsted, "An empirical analysis of tablet PC diffusion," Telematics and Informatics, Vol.34, pp.518-527, 2017.
10 이선미, "OTT 이용행태에 관한 탐색적 연구," 디지털콘텐츠학회논문지, 제21권, 제7호, pp.119-126, 2021.
11 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.   DOI
12 M. Clements, "Direct and indirect network effects: are they equivalent?," International Journal of Industrial Organization, Vol.22, pp.633-645, 2004.   DOI
13 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.   DOI
14 Y. Sun, The value of branding in two-sided platforms, The University of Toronto, Dissertation, 2013.
15 E. Rogers, Diffusion of innovations, 2003.
16 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.   DOI
17 이선미, "IPTV VOD이용자와 비VOD이용자간 그룹 세분화의 영향요인에 관한 연구," 디지털콘텐츠학회논문지, 제21권, 제3호, pp.495-503, 2020.
18 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.   DOI
19 문철수, 최민재, "스마트TV 등장이 국내 방송 환경에 미치는 영향에 관한 탐색적 연구," 방송통신연구, 제73호, pp.147-170, 2010.   DOI
20 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.
21 https://omdia.tech.informa.com/OM017805/Global-OTT-Video-Bundling-Deals-and-ServicePartnerships-1Q21-Highlights, 2022.1.18.
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.   DOI
23 https://www.grandviewresearch.com/industryanalysis/smart-tv-industry, 2022.1.18.
24 RTL, The power of total video, 2020.
25 정보통신정책연구원, 디즈니플러스, 애플 TV플러스 진입 등에 따른 글로벌 OTT 시장 경쟁환경 및 사업전략 변화, 2019.
26 https://hollywoodmask.com/entertainment/market-share-netflix-competitors-hbo-max-amazon-prime-disney-subscribers.html, 2022.1.18.
27 https://www.phillyvoice.com/comcast-smart-tv-xclass-hisense-walmart-xfinity-streaming/, 2022.1.18.
28 조영신, "스마트 TV 시대의 지역 기반 방송의 위상과 과제:망의 진화로 본 방송시장," 언론정보연구, 제49권, 제1호, pp.295-329, 2012.   DOI
29 https://www.joongang.co.kr/article/24062885#home, 2022.1.18.
30 방송통신위원회, 방송시장경쟁상황평가, 2021.
31 이선미, "스마트TV 이용에 영향을 미치는 요인에 관한 연구," 디지털콘텐츠학회논문지, 제21권, 제6호, pp.524-532, 2021.
32 E. Park, Creating a sustainable business model for the TV industry, MIT, Dissertation, 2014.
33 Sparkninety, Connected TV advertising market dynamics, 2020.
34 정두남, 최성진, "스마트TV의 기술과 방송정책," 방송통신연구, 제77호, pp.77-103, 2011.   DOI