• Journal of Internet Computing and Services
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• v.20 no.6
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• pp.143-156
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• 2019

Discussion on OTT regulation has become fiercer, as OTT services' impacts on the global and domestic media market have been exponentially growing. In South Korea, it is argued that, on the basis of the similarity between television program and OTT's video content, OTT needs to be regulated in order to protect fair competition and to control sociocultural effects. In many of the discussions, developed countries' cases have been used for supporting OTT regulation. In this paper, we first analyzed the global OTT market trends based on our own categorization of OTT services. then we assessed the validity of the application of the foreign cases in the current OTT regulation debates in Korea. We proposed six OTT types (aggregation, mediation, mediation-aggregation, multi-screen, outlet, and outlet-linear) simultaneously considering service operator' origin, business model, content format, and content delivery. These services have been consistently evolving, and the OTT market has been increasingly competitive especially around content differentiation. Regulators must be wary of hastily introducing competition regulation to the dynamically innovating OTT market. The foreign cases, including the US, EU, the UK, and Japan, hardly seem to be appropriate bases for strengthening OTT regulation. Rather, they were focused more on promoting competition in the domestic media market and enriching the content ecosystem. Therefore, we need to consider revision of the outdated media regulation frameworks instead of fitting OTT under them, and to recognize the priority of securing practical jurisdiction on global service providers before capturing local players into the conventional regulation systems.

• Journal of the Korea Convergence Society
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• v.11 no.3
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• pp.181-186
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• 2020

The purpose of this study is to empirically examine the factors affecting the binge-watching behaviors of OTT service users by using a multi-layer perceptron (MLP) artificial neural network. All samples (n=1,000) were collected from 'A survey on user awareness in OTT service' published by a Media Research Center of the Korea Press Foundation in 2018. Our research model includes one dependent variable which is binge-watching behaviors on OTT service and five independent variables such as gender, age, frequency of service usage, users' satisfaction with content recommendation algorithm, and content types mainly consumed. Our findings demonstrate that age, frequency of service usage, users' satisfaction with content recommendation algorithms, and certain types of contents (e.g., Korean dramas, Korean films, and foreign dramas) were found to be highly related to binge-watching behavior on OTT services.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• The Journal of the Convergence on Culture Technology
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• v.9 no.2
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• pp.445-450
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• 2023

This study analyzed the factors that viewers consider when watching anime on Over The Top(OTT) service platforms and the characteristics of each type of preference, which are the components of anime preference. To this end, the survey data of 240 animation major students were used for analysis, and the conclusions drawn through frequency analysis and cross-tabulation of IBM SPSS Statistics 27 are as follows. Netflix is the OTT service platform that viewers use the most, and TV series are the most preferred for animation works. In addition, it was found that Netflix OTT original animation works were preferred over other platforms, and long-form animation preferred Disney+. Among the characteristics of each type of animation preference, it was found that the factors considered when watching animation in terms of narrative value, aesthetic value, and entertainment value respectively value the structure, screen production, and immersion of the storyline. It is hoped that this study will be used as useful data for producing animation contents with the OTT service platform.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.319-326
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• 2022

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.

• Journal of Service Research and Studies
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• v.8 no.4
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• pp.31-51
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• 2018

The objective of this study is to suggest the measures for providing the personalized recommendation service, by analyzing the effects of personalized recommendation service of OTT service on the relationship strength and customer loyalty, and also to verify the differences in meanings of personalized recommendation service in accordance with the type of contents. In the results of this study, the personalized recommendation service has significant effects on the customer loyalty with the mediation of relationship strength, and in accordance with the type of contents mainly used by customers, there are differences in the effects of personalized recommendation service on the customers. Personalized recommendation service could be used as a tool for strengthening the relationship by inducing the commitment, which could improve the customer loyalty. When the contents have more active communications with customers, personalized recommendation service could largely contribute to the improvement of loyalty.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.175-188
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• 2021

In this study, we are going to study the OTT service platform, which is growing rapidly in recent years. Through this study, the characteristics of the platform preferred by consumers and the relationship between psychological benefits and loyalty were investigated. In addition, the relationship between the type of family and the characteristics of the platform and psychological benefits was investigated. In this study, a total of 255 surveys were conducted targeting consumers who have used OTT services, and 206 cases were analyzed with SPSS 18 and AMOS 21, excluding 49 cases that were insincere or inconsistent internally. According to the results of the study, all factors of convenience, AI recommendation service, and content, which are factors characteristic of OTT platform, had a significant effect on psychological benefits. In addition, psychological benefits were found to have a significant effect on brand loyalty. It was found that there was no difference between the characteristics of the OTT platform and the type of family according to the family type, which is a control variable. This study is significant in providing a theoretical background according to the type of family. Future studies are expected to consider various members or add factors to the study.

• Knowledge Management Research
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• v.24 no.1
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• pp.147-172
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• 2023

This study aims to review the competitiveness of 'TVING', a Korean OTT player in Korean market. For this, this study extracts core business resources of TVING focusing on resource-based theory, and analyzes their competitiveness under VRIO framework. TVING has 4 tangible and intangible resources respectively and 1 human resource. Tangible resources of TVING are technology(recommendation, compression), content(original, exclusive, discriminative non-exclusive), production studio, and paid-subscribers. Intangible resources are content planing capability, distribution network(local, global), marketing promotion·PR, sales), brand preference. And human resource of TVING creates IP professionalism of the company. As a result of VRIO analysis, discriminative non-exclusive content, production studios, and domestic service channels are the most powerful resources of TVING to 'sustain competitive advantage'. Technology, original content, planning capability and IT professionalism bring 'temporary competitive advantage', while exclusive content, the number of paid-subscribers, global service network, and promotion capabilities are not core resources with staying in competitive rank stages. By the way, TVING has potential users for sales of KT and LGU+ thanks to partnership and M&A, but this is not effectively used at the organization level yet. The meaning of this study can be found in that this evaluated competitiveness by each resource of TVING and arranged its implications.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.494-504
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• 2021

The spread of Over-The-Top (OTT) service, which represents Netflix, and the social distancing caused by COVID-19, acted as an overall bad news for domestic multiplex movie theaters. In addition to this, the phenomenon of digital shifting was added, and the need for domestic offline movie theaters to seek a new market for growth emerged. This study focused on the concept of consumer value perception amid this problem consciousness, and attempted to investigate the relationship between the brand image of multiplex movie theaters and purchase satisfaction according to the type of consumer value perception. After data was sampled through a questionnaire survey to a total of 350 subjects, the results of empirical analysis according to the study model are as follows. Among the types of value perception of offline movie viewers, practicality had the strongest influence on brand image construction, and self-faithfulness had the strongest influence on purchase satisfaction of offline movie watching. In addition, the brand image of offline movie theaters had a positive(+) effect on the purchase satisfaction of moviegoers. Based on this, this study suggested a new survival strategy in the new normal era of offline Multiplex Cinemas.

• Information and Communications Magazine
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• v.30 no.7
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• pp.50-57
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• 2013

망관리성이란 다수의 이용자가 네트워크를 효율적으로 이용할 수 있도록 하기 위해 통신사업자가 네트워크를 합리적으로 관리할 수 있어야 한다는 것을 의미한다. 본고에서는 최근 증가하고 있는 대용량 비디오 트래픽에 대한 최적의 이용환경을 제공하고 망관리성을 제고하는 방안으로서 비디오 트래픽 대역폭 최적화 동향을 살펴보고 향후 방향을 제시하고자 한다. 비디오 트래픽 대역폭 최적화란 네트워크(3G/ LTE 등), 단말(휴대폰/태블릿 등), 콘텐츠(스포츠/드라마/영화 등) 유형별로 이용자의 동영상 품질 만족도와 네트워크 품질을 동시에 만족하는 최적 대역폭(비트레이트)의 비디오 트래픽을 전송하는 것이다. 비디오 트래픽 최적화에 있어서 최적대역폭 선정 기준의 정립은 다음과 같은 두 가지의 연구 결과를 기반으로 진행된다. 첫째, 일반적으로 동영상 대역폭이 증가할수록 영상 품질도 정비례로 증가할 것이라는 예상과는 달리, 무선 단말 이용자는 영상화질의 일정 임계치 이상에서 품질의 차이를 거의 느낄 수 없다. 둘째, 다량의 비디오 트래픽이 네트워크 총 대역폭의 일정 비율 이상을 차지하게 될 경우 네트워크 품질저하 요소가 발생하여 네트워크 품질이 급격히 악화된다. 비디오 트래픽 최적화는 이러한 요소를 고려하여 이용자의 영상 품질 만족도를 최대화하면서 네트워크 품질 유지비용을 최소화하고 트래픽 전송품질을 확보할 수 있는 최적대역폭을 설정하는 것이다. 비디오 트래픽 최적화의 목적은 트래픽을 통제하거나 차단하는 것이 아니며 최적대역폭에 대한 가이드라인을 제시하여 콘텐츠사업자(이하 CP)와 Over-The-Top 사업자(이하 OTT)가 자발적으로 준수하도록 유도하고자 하는 것이다. 비디오 트래픽 최적화는 ICT생태계 모든 이해관계자에게 편익을 제고할 것으로 기대된다. 첫째, 이용자에 대해서는 통신품질 안정화로 전체적인 이용자 만족도를 향상시킨다. 둘째, CP/OTT는 멀티미디어 서비스의 대중화와 서버 및 전송장비 비용을 절감할 수 있다. 마지막으로 통신사는 네트워크 품질저하 및 비용 급증을 방지할 수 있다.