• The Journal of Information Systems
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• v.33 no.3
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• pp.75-104
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• 2024

Purpose The purpose of this study is to analyze the influence of individual characteristics and household environmental factors on OTT consumption, based on the uses and gratifications theory and family systems theory. It seeks to provide strategic and policy insights by incorporating key user attributes and environmental determinants affecting OTT consumption. Design/methodology/approach This research employs multilevel analysis utilizing data from the 2023 Media Panel Survey. The analysis incorporates multilevel data, combining individual and household levels. The Media Panel data, provided by the Korea Information Society Development Institute, encompasses information on households and their members aged six and above. Findings The findings indicate that individual OTT consumption significantly varies based on household environment. Residents of larger cities demonstrated higher OTT expenditure, whereas those in smaller cities exhibited greater OTT usage. A positive correlation was found between the number of OTT services used within a household and individual OTT usage. Interaction effects revealed that residents of smaller cities concentrated more on specific OTT types such as AVOD and AVOD+SVOD,AVOD+SVOD, leading to higher expenditures. While AVOD preference generally resulted in lower OTT expenditure, it increased with higher household OTT service usage. These results underscore the importance of considering both individual preferences and household environments in comprehending OTT consumption, providing a basis for developing customized media policies and content strategies.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.169-180
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• 2022

As people spend more time indoors due to the COVID-19 pandemic situation, content consumption is increasing, leading to the rapid demand for Over The Top(OTT) services. Thus, this study attempted to verify impacts of OTT traits on the value, satisfaction, and continuous use intention perceived by users. Through the survey, 437 responses were collected, and analysis was conducted using AMOS 26.0. Results found that the traits of OTT service had a positive effect on perceived value that had a positive effect on user satisfaction and continuous use intention. User satisfaction was also found to have a positive effect on the intention to continue using OTT services. Moreover, hedonic innovation moderated the relationships between OTT traits and perceived value with exception of ubiquity. The findings provide valuable information for OTT service providers in understading users' behaviors.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.125-135
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• 2022

The number of domestic users of OTT services is gradually increasing, and users can consume content more freely through OTT services that can consume content in various ways unlike existing broadcasting systems. As the service utilization rate increases and consumption patterns diversify, useful and convenient UI design and usability should be considered from the user's point of view, but research on the app UI design of OTT service is still insufficient. Therefore, in this study, UI design components were compared and analyzed for the top five mobile apps in Korea's OTT platform utilization rate, and usability evaluation was conducted through surveys and in-depth interviews with 10 people in their 20s. Based on the analysis results, the direction of improvement of OTT service mobile apps in the future was presented, and the results of this study are expected to be used as basic data for improving UI design and usability of OTT mobile apps in the future.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.6
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• pp.1935-1952
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• 2022

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.1031-1038
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• 2023

In recent years, the rapid proliferation of domestic and global Over-The-Top (OTT) platforms, in conjunction with the global pandemic, has substantially enhanced the accessibility of global contents. This trend is expected to continue to strengthen. This study examines the extent to which domestic consumers experience global contents through OTT platforms and its impact on individual consumers' global identity and the formation of global brand attitudes. We conducted an empirical analysis based on a survey of university students, who constitute the main consumer group for global contents through OTT platforms. The results show that as exposure to global content s and diversity of those experiences through OTT increase, respondents exhibit higher levels of global consumer orientation and global identity. This, in turn, has a positive influence on the formation of global brand attitudes.

• 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.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.181-203
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• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• Information Systems Review
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• v.25 no.3
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• pp.121-138
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• 2023

The advancement in mobile technology brought disruptive innovation in media industry. The introduction of mobile devices broke spatial and temporal restrictions in media consumption. This study investigates the impact of mobile channel adoption on video viewing behavior, using real-world dataset obtained from a particular on-demand service provider in South Korea. We find that the adoption of a mobile channel significantly increases the total viewing time of video-on-demand via TV and the number of contents viewed. Our results suggest that the mobile channels act as a complement channel to conventional TV channels. We provide theoretical and practical insights on consumer usage in the emerging over-the-top market.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2020.07a
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• pp.517-520
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• 2020

미디어 기술의 발전으로 스마트미디어의 대표적인 OTT서비스와 일인방송 규모가 급격히 확대되고 있다. 이로써 Z세대나 밀레니얼세대들은 더 이상 레가시미디어에 종속되지 않고 동기화, 개인화, 직관화, 실감화가 특성인 스마트미디어를 일상생활에서 향유하고 있다. 따라서 미디어 소비 행태도 급격히 변화하여 레가시 미디어인 지상파방송, 유료방송은 광고 매출, 콘텐츠 소비 등에서 디지털 인터넷 플랫폼과 경쟁에 어려움을 겪으며 성장에 어려움을 겪고 있다. 본 논문에서는 OTT와 일인방송이 중심이 되는 스마트미디어에서의 미디어 소비 행태의 변화를 알아보고 이에 따른 스마트미디어의 성장과 교육환경과의 상관성에 대해 고찰하고자 한다.