• Journal of Korean Society for Quality Management
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• v.50 no.1
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• pp.105-124
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• 2022

Purpose: The purpose of this study is to examine the factors that influence the pre-use expectation and the continuous usage intention of the OTT services. Methods: For empirical analysis, the survey for this study was administered with many anonymous people who had previously used any of the OTT services and valid 192 data were analyzed by SPSS and PLS-SEM. Results: The results of this study are as follows. Personalization and understandability in the information quality didn't significantly affect confirmation. Ease of use and search of the system quality significantly affected confirmation. Also, it was found that content diversity, content recency, and content playfulness as the characteristics of the content quality significantly affected the expectation confirmation. OTT service fees also significantly affected the expectation confirmation. It also significantly affected perceived usefulness and satisfaction. Finally, satisfaction positively influenced the continuouse intention to use. Conclusion: The findings of this empirical analysis shows that the specific characteristics related to the relationship of expectation confirmation, perceived usefulness, satisfaction, and continuous usage intention with respect to OTT services through the Post Acceptance Model (PAM). Because system quality, content quality, and service fees meeted users' expectations, OTT services need a strategy that can boost the users' positive perceptions or experiences by reinforcing these three factors.

• Journal of Information Technology Services
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• v.19 no.6
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• pp.31-53
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• 2020

The traditional media ecosystem is facing major changes with the expansion of over-the-top (OTT) services. While the percentage of people cutting the cord has already exceeded the percentage of people subscribing to pay TV services in the United States, due to the unique characteristics of the Korean market, it is uncertain whether the cord-cutting trend will have an impact on the Korean media industry despite of the advantages of OTT services. Accordingly, this study has directly determined the beneficial and sacrificial factors of switching to OTT services, as well as the personal and external influences behind the Korean OTT service users' intention to switch. To achieve this, the Value-based Adoption Model (VAM) was used to measure the benefits of OTT services with regards to their content and systems, as well as measure the financial and procedural switching costs of cord-cutting; further, personal innovativeness and consumers' social image were added as external variables. The results of this study showed that consumers take the content and system quality of OTT services and procedural switching costs and into consideration, and that their intention to switch was based on social image. These results could serve as data for consumer analysis regarding the expansion of OTT services into the Korean media industry, and also provide the strategic basis for preparing for sudden changes that may occur in the media ecosystem due to cord-cutting.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.21 no.3
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• pp.99-105
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• 2021

In addition to the OTT video production service represented by Nexflix and YouTube, a personalized recommendation system for content with artificial intelligence has become common. YouTube's personalized recommendation service system consists of two neural networks, one neural network consisting of a recommendation candidate generation model and the other consisting of a ranking network. Netflix's video recommendation system consists of two data classification systems, divided into content-based filtering and collaborative filtering. As the online platform-led content production is activated by the Corona Pandemic, the field of virtual influencers using artificial intelligence is emerging. Virtual influencers are produced with GAN (Generative Adversarial Networks) artificial intelligence, and are unsupervised learning algorithms in which two opposing systems compete with each other. This study also researched the possibility of developing AI platform based on individual recommendation and virtual influencer (metabus) as a core content of OTT in the future.

• Journal of Korea Society of Industrial Information Systems
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• v.26 no.6
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• pp.135-154
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• 2021

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.

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.07a
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• pp.365-366
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• 2020

인터넷의 발전으로 인터넷을 통해 미디어 콘텐츠를 제공하는 OTT 서비스의 이용자가 점점 증가하고 있다. 본 논문에서는 OTT 서비스 이용자의 검색 편의성을 위한 Vision API를 활용한 영상 속 랜드마크 검색 시스템을 제안한다. 이는 영상을 시청하는 사용자가 영상을 보다가 궁금한 장소가 있으면 따로 검색하지 않고, 바로 해당 장소의 정보를 얻도록 하는 것이다. 본 논문에서 개발한 영상 속 랜드마크 검색 시스템은 사용자가 원하는 영상을 검색 및 재생할 수 있고 재생 중 바로 화면을 캡처할 수 있다. 해당 캡처 이미지를 랜드마크를 기계 학습한 Vision API를 통해 어떤 랜드마크인지 파악하고 결과를 표시한다, 또한 동일 영상에서 다른 사용자가 검색한 이력이 있는 경우 이력을 표시하여주며, 검색한 랜드마크가 나온 다른 영상을 검색하여 보여준다.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.14 no.2
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• pp.115-121
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• 2021

This paper used big data and artificial intelligence technology to predict the rapidly increasing internet traffic. There have been various studies on traffic prediction in the past, but they have not been able to reflect the increasing factors that induce huge Internet traffic such as smartphones and streaming in recent years. In addition, event-like factors such as the release of large-capacity popular games or the provision of new contents by OTT (Over the Top) operators are more difficult to predict in advance. Due to these characteristics, it was impossible for an ISP (Internet Service Provider) to reflect real-time service quality management or traffic forecasts in the network business environment with the existing method. Therefore, in this study, in order to solve this problem, an Internet traffic collection system was constructed that searches, discriminates and collects traffic data in real time, separate from the existing NMS. Through this, the flexibility and elasticity to automatically register the data of the collection target are secured, and real-time network quality monitoring is possible. In addition, a large amount of traffic data collected from the system was analyzed by machine learning (AI) to predict future traffic of OTT operators. Through this, more scientific and systematic prediction was possible, and in addition, it was possible to optimize the interworking between ISP operators and to secure the quality of large-scale OTT services.

• Proceedings of the Korean Society of Computer Information Conference
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• 2021.01a
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• pp.97-99
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• 2021

본 논문에서는 극장 비수기 기간 효율적인 상영을 위한 재개봉 영화 도출과 영화관 입장권 통합 전산망을 기반으로 극장 산업과 OTT 산업에서 제공하는 시청각 콘텐츠의 소비자 선호도를 분석한다. 기존 재개봉 영화는 연휴와 같은 성수기 바로 전 비수기 기간에 집중적으로 상영되고 있다. 즉 재개봉 영화 상영은 대형 영화 개봉 전 공백을 메우기 위해 상영되고 있음을 의미한다. 재개봉 영화는 대부분 예술 영화를 상영하고 연도마다 일정한 수요를 보이고 있다. 이러한 기조는 코로나 19 전까지 변함없이 이어졌으나, 코로나 19 이후 재개봉 영화에 대한 수요가 다른 년도 같은 월에 비해 급증하였다. 영화 산업의 전반적인 침체와 달리 재개봉 영화에 대한 수요는 늘어난 것이다. 코로나 19가 장기화되는 만큼 본 논문에서는 영화관 입장권 통합 전산망 데이터를 중심으로 영화 산업과 OTT 산업 이용자들의 선호 콘텐츠를 분석하고 기존 재개봉 영화와 대조하여 지속적이고 효율적 상영을 위한 재개봉 영화를 제안한다.

• Journal of Korea Entertainment Industry Association
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• v.13 no.5
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• pp.119-126
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• 2019

Watching movies is common on a big screen like a theater or on a big-screen TV. nowadays, small platform such as mobile devices is increasing rapidly for watch a movie. These changes are deeply related to the advent of Internet-based video streaming services such as OTT. OTT's development has provided in free video viewing system without using the set-top box is free from the limitations of time and space. Leading the market is Netflix[1], which started its business with Internet-based DVD rental service. Netflix, which is growing in tandem with the mobile market, had 193.26[2] million members as of the end of 2018. Other OTT participating companies include content-based Pooq, TVing, platform-based Olleh TV Mobile, Oksusu and LTE video portal. The size of such new growth projects has grown gradually, with 25.4 percent of all smartphone users currently watching video content with small mobile devices. Therefore, de-largeization, it is thought that visual language is needed for viewing small mobile devices that are capable of OTT services. To this end, this paper will identify the problem in viewing popular video content with small mobile devices and Survey and study its impact on viewers using the questionnaire.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.07a
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• pp.177-180
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• 2022

TV에서 OTT로 시청 수단이 변화하면서 스포츠 중계를 보는 젊은 층 시청자들이 줄어들고 있다. 또한 경기장으로 스포츠를 보러 오는 팬들도 점점 감소하는 추세이다. 이에 따라 스포츠 관계자들은 고정 팬 층의 흥미 증진과 신규 팬 층의 유입을 위해 스포츠 관전에 AR(증강 현실) 기술을 도입하고 있다. 모바일 활용과 직관에도 적용 가능한 AR에 대한 업계의 반응은 상대적으로 긍정적이다. 본 논문에서는 AR 스포츠 관전의 사례를 스포츠 중계와 경기장 관전으로 분류해 조사하고 향후 전망에 대해 알아본다. 그리고 AR 스포츠 관전의 활성화에 대한 방안을 제시한다.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.123-135
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• 2020

This study examined how the quality of Netflix service affects user satisfaction and continuance intention. This study classified the quality of Netflix service as content diversity, rate system appropriateness, recommendation system, N-screen service, binge viewing, and service quality, and examined the effect of each dimension on user satisfaction and continuous intention. We conduced an online survey on 202 Netflix users and analyzed the data with the SEM. Results are as follows. First, content diversity, recommendation system, binge-viewing and service quality are positively associated with user satisfaction. Second, the N-Screen service has neither direct nor indirect effects on continuance intention. However, rate system has a direct effect on continuance intention. On the other hand, content diversity, recommendation systems, binge-viewing, and quality of service affect continuance intention positively through user satisfaction. Finally, it is shown that user satisfaction and continuance intention have a significant static correlation as predicted.