• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.199-206
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• 2022

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.

• 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.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.3
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• pp.223-228
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• 2023

According to the Korea Information Society Development Institute, OTT services grew at a rate of 33.4% in four yearsfrom 2017, when they were first launched.TheKorea Export-Import Bank announced in 2020 that the domestic OTT market was worth 780.1 billionKRW. This growth of the OTT market is expected to stimulate competition among OTT service platforms, and user satisfactionwithconvenience features, such as video recommendations, seems to be acting as an important factor in the competition.Currently, the OTT market uses a variety ofdata for customized recommendations, but the limitationis that it only uses datacollected within the app. Thereby we have proposed the use ofpersonal data collected outside the app for personalized recommendations, and the survey results showed that user satisfaction was 23.72% higher for recommended content based on the proposedmethod thanNetflix recommended content.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.859-865
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• 2023

In a situation where service providers are increasingly focusing on content development due to the intense competition in the OTT market, interactive content that encourages active participation from viewers is garnering significant attention. In response to this trend, research on interactive content is being conducted more actively. This study aims to analyze interactive content through text mining techniques, with a specific focus on online unstructured data. The analysis includes deriving the characteristics of keywords according to their weight, examining the relationship between OTT platforms and interactive content, and tracking changes in the trends of interactive content based on objective data. To conduct this analysis, detailed techniques such as 'Word Cloud', 'Relationship Analysis', and 'Keyword Trend' are used, and the study also aims to derive meaningful implications from these analyses.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.150-156
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• 2023

In a recent study, the phenomena of attention being drawn to the media business, particularly over-the-top (OTT) services, was the focus. Particularly, after the Squid Game was broadcast in September 2021, the total number of Netflix users had topped 213.6 million since the company first entered the domestic market. Domestic companies have also introduced OTT services like 'Wave', 'Tving', and 'Watcha Play' to capitalize on this market trend. However, questions persist about how Korea's native OTT providers, both large and small, are being harmed by Netflix's strong financial position and massive content quantity. In order to offer realistic performance metrics, we analyze Coupang Play among domestic OTT service providers after reviewing the business model and management strategy of representative OTT service firms.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.2
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• pp.143-149
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• 2022

The diffusion of OTT service has brought the fundamental changes in the value chain of the existing media industry. OTT service based on the public Internet has increased the number of subscribers by using dominant marketing capability, making the pay TV platform player's ability to connecting users powerless. This study examined the changes in the media market and pay TV industry in the USA due to the diffusion of OTT service and analyzed the changing strategies of media firms. The number subscribers of the expensive pay TV service in the USA has diminished, experiencing cord cutting and cord shaving due the diffusion of OTT. OTT players are changing the media market, showing the dramatic excellence in making original contents and distributing the newly released movies. Examination of the recent merger and acquisition cases of media firms tells that the investment in making original contents has increased in order to have the competitiveness in OTT business. The future media industry will be rapidly reshaped mainly based OTT service and strategic judgement is important to maintain the competitiveness of all media firms in the existing value chain of media industry.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.9
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• pp.1191-1198
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• 2018

This paper illustrates not only the effectiveness of applying content quota system for on-demand video streaming platform, but also the effect of OTT regulation on copyright protection and cultural industry protection in a single market, focusing on the community's response to Netflix's entry into the EU market. Additionally, this paper examines on-demand video streaming services, growth of Netflix. The EU policy on the on-demand video streaming service market consists of 'portability' in the digital single market and content quota for copyright protection. In this paper, I analyze the market protection and the aspect of improving competitiveness of online streaming service industry. The EU is trying to protect the cultural industry and copyright protection in the region by applying and regulating the OTT business in content quota system, which has been applied only to European broadcasting companies.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.274-287
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• 2022

Competition in the broadcasting market is intensifying as OTT services are spreading. And Korea is positioned as a competent international contents supply base. This can be helpful for the domestic contents production industry. However, it can result in being incorporated as a subcontractor in the global video industry. Therefore, it is necessary for Korean OTT operators to expand their market upto overseas and maintain competitiveness by linking content competitiveness to the sales expansion. This study was conducted to reduce the risk and encourage implementation through feasibility analysis of overseas business of domestic OTT operators. The North American market was selected as a region with high potential through in-depth interviews with experts and literatures review. And it was confirmed that the partnership with local platform is effective. Then, the sales and input costs were estimated, and business was evaluated using the net present value method. Totally 18 scenarios were created using multiple estimates for copyright cost, subscribers, and rate, which are highly uncertain. From the analyses, 8 scenarios were found to be acceptable. And copyright cost has the greatest impact on business success, followed by rates and subscribers.

• The Journal of Information Systems
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• v.29 no.4
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• pp.193-208
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• 2020

Purpose Due to COVID19, the over-the-top media service (OTT) market is growing faster than expected at an annual average of 26.4%. In Korea, WAVVE, which integrated SKT's Oksusu and POOQ in September 2019, outperformed Netflix in the number of users immediately after its launch, but the number of users gradually decreased. Research on OTT investigated the spread of new media due to changes in regulations or policy, mostly in broadcasting media. On the other hand, OTT research in information systems began after the success of Netflix. It investigated consumers' satisfaction with information technology using the Information Technology Acceptance Model (TAM). This study investigates changes in consumer perceptions in the OTT market, which has grown after the Netflix's entry into Korea, the emergence of WAVVE and new OTT service providers, and the spread of COVID19. Design/methodology/approach This study selects contents, fees, service quality, and additional services as factors to evaluate consumer perception using AHP. Findings According to the 101 respondents, the content was the most important factor, followed by service quality, fees, and additional services. Contrary to previous findings that price is the determining factor in service adoption, this study reveals that consumers are willing to pay a reasonable amount for rich content and excellent service quality. Future research will use demographic analysis to reveal differences in consumer's perceptions of service selection.

• Knowledge Management Research
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• v.23 no.1
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• pp.203-225
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• 2022

Competition in the OTT (Over the Top) service market is getting fiercer since global OTT services enter the domestic market and existing platforms are actively reorganized. As powerful competitors with ultra-luxurious content continue to enter the marke with diversity required by users, various efforts are required for OTT service platforms to prevent subscriber churn in order to generate continuous revenue. Thus, this study tried to examine the effect of OTT service characteristics on continuous use intention through an empirical analysis based on Expectation-Confirmation Model(ECM). A total of 386 responses were collected from individuals who have experience or are currently using OTT service and analyzed using AMOS 24. Results show that content curation, content richness, and audience activity had a significant effect on expectation confirmation. Also, expectation confirmation had a significant effect on perceived usefulness and user satisfaction while perceived usefulness had a significant effect on user satisfaction, significantly influencing continuous intention to use OTT. Finally, price fairness was found to strengthen all proposed relationships. The findings are expected to provide useful information for service and content development for subscriber retention, which has the most direct impact on revenue generation of OTT service providers.