• Journal of Information Technology Services
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• v.19 no.5
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• pp.125-136
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• 2020

The subject of this study is user experience analysis for OTT mobile app services. Application service quality was quantitatively measured by utilizing KS-eSQI evaluation model from a service quality perspective. The purpose of this analysis is to analyze how service reuse and other people's intention to recommend services are affected by service quality. In addition, further analysis of user experience will qualitatively look at what efforts are needed to improve OTT service quality and provide a user-friendly environment. According to the survey, the higher the level of KS-eSQI service quality, the higher the reuse of OTT services and recommendation of others. In particular, the dimensions of primary services and unexpected additional services had a higher impact on customer loyalty and recommendation of others than in other industries. Moreover, the following three implications were found to improve app services from a customer experience perspective. First, images and video thumbnails that highlight the strength of the content they provide should be actively utilized. Second, it is necessary to provide service companies with evidence for data-based work recommendations. Third, it should provide a viewing environment in which users can respond more intelligently to the various situations and conditions when they actually watch.

• Journal of Broadcast Engineering
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• v.23 no.4
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• pp.549-558
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• 2018

We designed and implemented streaming server based on MEPG DASH, which is able to provide high quality video with low-latency live streaming service like 360 VR video on the existing cable network via low-spec media service devices such as IPTV and OTT(Over the Top) SettopBox. We also designed and applied management process which is cable of supporting services by cashing streaming video file(MPD, Segment Files) to reduce the server response delay time. Further more, we confimred that it is also able to provide high quality of tiled video streaming with over 50,000kbps bitrate and 8K@60P through the experiment.

• 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.

• Information Systems Review
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• v.24 no.1
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• pp.59-87
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• 2022

Since over-the-top (OTT) service has emerged as a new way of consuming video contents, OTT markets grow exponentially and the competition among the OTT services becomes intense. Only limited systematic research effort has been paid to understand why users subscribe such OTT services among other services. Therefore, we used developmental sequential mixed methods approach to find out the quality factors and their effect on post-subscription experiences and continuance intention. In the qualitative study, we derived six factors which a user considers important to continue the subscription. Based on the explored factors, we hypothesized a research model with modified three qualities from ISSM. The proposed research model was validated through quantitative research, a survey of 226 OTT service users in South Korea, using structural equation modeling. The results indicated that content quality is the key factor affecting both perceived enjoyment and satisfaction whereas system quality affects satisfaction, and service quality only affects enjoyment. Enjoyment affects satisfaction which sequentially affects continuance usage intention. This study contributes to research by modifying ISSM through mixed methods. It also provides OTT service providers with insight to enhance users' post experience and continuance intention to use the service through qualities derived from the interview.

• 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 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.

• Journal of Korea Game Society
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• v.16 no.2
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• pp.61-74
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• 2016

As e-Sports evolves, a variety of industries grow together. Game broadcastings contribute to spread video game culture through various media platforms. Hence people start to perceive e-sports as a genre of sports and the demand on real-time game broadcasting increases. The global game broadcasting channels based on OTT(Over-The-Top) service also increase rapidly. In this paper we understand the status of streaming service and watching attitude of global game broadcasting. We also provide practical suggestions along with analysis results.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.765-774
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• 2022

Neflix, a Global Over The Top(OTT) has produced various 'interactive contents' since 2015. The interactive contents mean the works in which the video users directly make choices suitable for circumstances on behalf of characters, and the conclusion of story is changed according to those choices. This thesis researches the works that attempted many narrative variations such as in 2020 and released in 2021. Compared to the previous interactive contents, these works had more diverse subjects and choices while the conflict factors and main messages of works were changed. Through this, this study examines and analyzes the diversified aspect and characteristics of narrative structure of the interactive contents in OTT.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.26 no.6
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• pp.1505-1511
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• 2016

Live streaming is a method to provide media service by sending recoded media to a user's video player. In order to provide video and audio contents in real-time for a large number of users simultaneously, live streaming compatible protocols such as RTMP (Real Time Messaging Protocol), HLS (Http Live Streaming), are required. In this paper, we analyzed vulnerability of paid live streaming services with the captured packets from the applications used by six major OTT (over-the-top) companies in Korea supporting live streaming services. We found that streaming channels were not encrypted and access control mechanisms were not properly used. Thus, guest users can freely use paid live streaming services.

• Journal of Digital Convergence
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• v.19 no.1
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• pp.327-333
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• 2021

The purpose of this study is to explore what elements and measures are necessary to grasp the content influence and competitiveness of each OTT platform, which is difficult to measure only with the existing TV broadcast ratings indicator, on the same basis. In this study, based on the RACOI, the daily Top 10 list provided by Netflix was scored to determine the correlation with the viewers' reaction to TV dramas, and a meaningful comparison criterion index was derived. Based on this, the study tried to analyze the share of content provided by the top 3 OTT platforms in Korea. Spearman's correlation analysis was performed for each indicator of RACOI and the Netflix popularity score. It was confirmed that the Netflix popularity score was correlated with the digital video views indicator of RACOI. As a result of analyzing the platforms, it was found that the popularity of the content provided by Netflix and Tving was relatively high. This study did not secure the company's sales data, and there is a limitation in that long-term tracking analysis could not be performed. However, the study extracted the viewer response indicators of TV that are correlated with popularity within Netflix. It is valuable as a basic study of an extended study that compares and confirms the long-term impact of content provided by each OTT platform in the future.