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http://dx.doi.org/10.9723/jksiis.2021.26.6.135

A Comparative Study on the Key Success Factors of Over-The-Tops in South Korea  

Lee, Soyul (인천대학교 신문방송학과)
Park, Hyunjun (인천대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.26, no.6, 2021 , pp. 135-154 More about this Journal
Abstract
This paper compares and analyzes the domestic OTT services to access their success factors, strategies and examine the domestic OTT leader's wavve's unique differentiation strategy. It is a comparative study of the top five market share services based on the operator and content's key success factors criteria, revenue structure, personalization, interactive media and cooperation. As a result, the common success factors were contents that reflected the characteristics of the operators, hybrid VOD, hybrid filtering, real-time participation interaction, alliances between the same and heterogeneous industries, and utilization of existing business areas. In addition, the study confirmed that it expanded the scope of the project and operated the contents efficiently by introducing one or more business strategies. wavve has been widely validated with its content, while B2C has long-term benefits and overseas use services, and B2B has a systematic use system, differentiating itself from other services. This paper can be the foundation for identifying the strengths and differences of each service on 2021, entering the domestic OTT industry, and establishing competitive strategies.
Keywords
Over-The-Top(OTT); Media Business; Platform; Differentiation; Affiliations; Key Successful Factor (KSF);
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Times Cited By KSCI : 2  (Citation Analysis)
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