• The Journal of the Korea Contents Association
• /
• v.18 no.8
• /
• pp.434-445
• /
• 2018

This study examined whether mobile OTT video service substitutes home TV by using 3 screen data of Nielson-KoreanClick. According to the 2SLS estimation results, when the time spent on mobile OTT video service increased by 1% p, the time spent watching home TV decreased by 12.4%. The results also showed that 1%p increase in the time spent using YouTube app and the mobile OTT video services provided by telecommunication company(Oksusu, Alleh TV, VideoPortal) reduced the time spent on watching terrestrial channels on TV by 16.2% and 23.9%, respectively. The displacement of mobile OTT video service on home TV will be accelerated in the near future. In order to resolve the issue of regulatory unfairness with pay TV services and to safeguard viewer's interests, discussions to establish regulation for OTT video services should be taken place more quickly.

• Journal of Internet Computing and Services
• /
• v.17 no.6
• /
• pp.9-15
• /
• 2016

In this paper, we propose a smart HLS(HTTP Live Stream) platform with dynamic single buffering for the best transmission of adaptive video bit-rates. This smart HLS can optimizes the channel transition zapping-time with the monitoring of bandwidth between HLS server and OTT(Over The Top) client. This platform is designed through the control of video stream due to proper multi-bitrates and bandwidths. This proposed OTT can decode the live and VOD(Video On Demand) videos with the buffering of optimumal bitrate. And, the HLS can be cooperated with a smart OTT, and segmented for the m3u8 files of H.265 MPEG-2 TS(Transport Stream) videos. As a resullt, this single buffer based smart OTT can transmit optimal videos with the maximum data buffering according to the adaptive bit-rate depending on the network bandwidth efficiency and the decoded VOD video, too.

• Journal of Internet Computing and Services
• /
• v.17 no.4
• /
• pp.19-26
• /
• 2016

In this paper, the dynamic buffering based smart OTT platform was proposed, and analyzed for adaptive bit-rate video delivery with the optimization of HLS (HTTP Live Streaming). This platform consists of the software platform between sever and client which detects the bandwidth capacity, and adjusts the quality of the streaming for multiple bit-rates resolutions. In order to apply adaptive buffering, two buffers are added to the basic HLS player, and each buffer is responsible for constantly buffering a previous and the next channels relative to the current channel. This adaptive transmitting with smart OTT platform is superior to delivering a static video file at a single buffering, because the video stream of adaptive double buffers can be switched streaming according to client's available network speed. As a result, this proposed smart OTT can be cooperated to the application of HLS server with segmented H.265 MPEG-2 TS video & m3u8 files with its information based on the optimized transmission channel state of live and VOD, and applied to PLC transmission, too.

• The Journal of the Korea Contents Association
• /
• v.21 no.7
• /
• pp.119-126
• /
• 2021

Recently OTT video service has grown rapidly and has a negative impact on the growth of pay-TV subscribers. Consequently the substitution of OTT services for pay-TV services will begin. This study explores OTT usage patterns, dividing into three sectors (OTT service use, OTT usage volume, and paid-OTT service use), by considering users' demographice factors, smart device ownership, pay-TV subscription, and bundle service use, by employing the Mediapanel dataset. The results showed that age, income, smartTV usage, market size, cable/satellite subscribers, TV VOD expenses, movie VOD expenses, and mobile bundle use are associated with OTT service use. The results also showed that age, household sizes, tablePC usgage, cable/satellite subscribers, TV VOD expenses, other VOD expenses, and unlimited data plans are associated with OTT usage volume. Lastly the results showed that age, gender, income, tabletPC usage, cable subscribers, other VOD expenses, mobile bundle usage, and unlimited data plans are associated with paid-OTT service use.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.22 no.9
• /
• pp.1191-1198
• /
• 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
• /
• v.22 no.4
• /
• pp.199-206
• /
• 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.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.24 no.4
• /
• pp.35-42
• /
• 2024

This study intends to analyze the effect of global OTT-based viewing experience of Korean video content on cultural intimacy of U.S. audiences in Korean culture. To this end, for 239 U.S. audiences aged 20 and over, this study analyzed the average differences in cultural intimacy of demographic variables before and after the use of global OTT-based Korean content using t-tests and examined the relationship between OTT viewing frequency and cultural intimacy through regression analyses. The results showed that gender and education level were not statistically significant, whereas statistically significant differences were observed among age groups, which remained statistically significant in the hierarchical regression that treated gender, education, and age variables as exogenous with viewing frequency as the independent variable. It is hoped that this study will will be helpful for research to expand the K-content market as the basic data of research on U.S. content viewers, which has been insufficient until now.

• The Journal of the Korea Contents Association
• /
• v.21 no.11
• /
• pp.375-388
• /
• 2021

This study aims to contribute to the understanding of consumer behavior during the COVID-19 by comparing blog reviews of an over-the-top (OTT) online video service from before and during the pandemic. We anticipate that the COVID-19 outbreak prompts the use of the OTT service as part of an emotion-focused coping strategy derived from the loss of personal control and the subsequent avoidance motivation. We also posit that a strong yearning for life before COVID-19 will increase interest in the content that fulfills a need for nostalgia. Our analysis of Netflix reviews provides empirical evidence of the effects of an emotion-focused coping strategy and nostalgia on OTT service usage. First, the titles of the reviews posted during COVID-19 indicate that consumers were less likely to mention OTT services other than Netflix, more interested in domestic content, and used OTT services as an avoidance-denial strategy. Second, the blog content demonstrates that while pre-COVID reviews tend to focus on the practical benefits of OTT services, those posted during the pandemic focus on mood, emotions, and dialogue. In addition, interest in comedy and romance genres increased during COVID-19. Third, we identified a greater preference for realistic or everyday content that depicted the pre-pandemic era. This is the first empirical study to investigate the effects of COVID-19 on video streaming usage in Korea. In addition, this research contributes to the field of marketing by expanding our understanding of online video service users during COVID-19 and identifies practical implications for OTT services in the midst of a pandemic.

• Journal of Internet Computing and Services
• /
• v.18 no.6
• /
• pp.93-100
• /
• 2017

In multi-media, multi-channel era, video viewing using various digital devices via the Internet, not the existing broadcasting network, is emerging as a new broadcasting viewing behavior. OTT service is regarded as the main service of this change of viewing behavior. It is a video service that can seamlessly use any content desired by the user at any time, at any time, any device, any contents, if the Internet connection is available. The purpose of this study is to investigate the factors affecting the satisfaction of OTT service by applying the technology acceptance model (TAM). As a result of analyzing through 303 questionnaires of the early users of OTT service, social pressure, perceived popularity, perceived cost, user reputation, individual innovation, and esthetics set as external factors in this study are partially affects perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, perceived usefulness, ease of use, and enjoyment are directly influencing satisfaction. Based on these results, we discuss the theoretical and practical implications and propose future research direction.

• Journal of the Korean Society for Aviation and Aeronautics
• /
• v.32 no.2
• /
• pp.82-99
• /
• 2024

The aim of this study is to propose strategies for in-flight OTT services by examining differences in binge-watching patterns through online video streaming services based on age. Additionally, it investigates how the moderating effects of need for cognition and critical media literacy influence the relationship between age and binge-watching. Data from the 2020 Korean Media Panel Survey conducted by the Korea Information Society Development Institute were utilized, with moderating effects analyzed using Process Macro Model 1. Results indicate that as age increases, the frequency of binge-watching content rises while the duration decreases. Moreover, moderating effects of need for cognition and critical media literacy in the age-binge-watching relationship were confirmed. This study analyzed binge-watching behaviors among online video streaming service users, confirming the influence of age, binge-watching habits, need for cognition, and critical media literacy. Theoretical and practical implications include insights for in-flight service providers, content marketers, and online video streaming service operators.