• Journal of Service Research and Studies
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• v.12 no.4
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• pp.30-49
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• 2022

Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2022.11a
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• pp.196-198
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• 2022

코로나19의 여파로 E-sports 산업이 가파른 성장세를 보이고 있다, 하지만 현재 E-sports만을 중계하는 OTT 플랫폼은 전무한 실정이며, 기존의 E-sports 중계는 전문 선수들의 경기를 옵저버가 잡아주는 화면만으로 시청 가능하다는 한계가 존재한다. 따라서 본 논문에서는 '자율 선택형 멀티뷰 시스템'을 도입하여 보다 몰입도 높은 E-sports 경기를 제공하고, 직관적인 인터페이스로 누구나 쉽게 이용 가능한 E-sports OTT 플랫폼 시스템을 제안한다.

• International journal of advanced smart convergence
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• v.12 no.1
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• pp.140-148
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• 2023

With the OTT media market growing rapidly, the significance of trustworthy data verification and certification cannot be emphasized enough. This study delves into the crucial need for such measures in South Korea, exploring the steps involved, the technological and policy-related considerations, and the challenges that may arise once these measures are put into place. Drawing on in-depth interviews and the analytical hierarchy process (AHP), this study surveyed various stakeholder groups, both directly and indirectly related to OTT data authentication and certification. By assessing the severity of OTT data-related issues and identifying the requirements for reliability-improvement policies, participants shared their valuable insights and opinions on this pressing matter. The survey results clearly indicate a divided opinion among stakeholders and industry experts on the reliability of OTT data, with some expressing trust while others remain skeptical. However, there was a consensus that advertising-based AVOD is more reliable than SVOD. By analyzing the priorities of authentication and verification, this study paves the way for the establishment and operation of a Korean MRC (KMRC), centered on the OTT media industry. The KMRC will serve as a vital platform for ensuring the authenticity and accuracy of OTT data in South Korea, providing businesses and industry players with a reliable source of information for informed decision-making. This study highlights the pressing need for reliable data authentication and certification in the rapidly growing OTT media market, and provides a persuasive case for the establishment of a KMRC in South Korea to meet this critical need.

• 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.

• 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 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.

• 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.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.4
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• pp.55-65
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• 2021

The purpose of this paper is to present the Over-The-Top (OTT) platforms' strategies for two-sided markets. For this, we examine six strategic factors influencing OTT's success in Korea. The analysis reveals, among six OTTs, Netflix utilizes five strategic factors except the same-side network effects. OTTs from pay TV operators and channel providers tend to block the cross-side network effects on the opponent OTTs, because they think their giveaway to content providers is in vein, if the invested content by them would be consumed on opponent rival platforms. Interesting is that after experiencing a negative association between the market entry of Netflix and the subscription revenue growth rate of pay TV services, pay TV operators utilize the same-side network effects by offering hybrid services in partnership with global OTTs like Netflix, Disney+ which are considered as a complementary OTT. In conclusion, it is suggested to target a new connected TV based OTT service offering with collaboration with Korean TV device manufacturers for Korean OTTs' global strategy, because Netflix-like global market expansion is not easy for them to cover their content cost.

• Journal of Korea Society of Industrial Information Systems
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• v.27 no.4
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• pp.47-64
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• 2022

This study attempted to identify the effect of personal innovation, perceived ease of use and perceived usefulness on the intention to use for users of OTT service platform Netflix, and finally affects flow and addiction. According to the research results, personal innovation has a positive impact on compatibility, simplicity and perceived usefulness, simplicity and perceived usefulness have a positive effect on use intention, compatibility and use intention have a positive effect on flow, and flow has a positive effect on addiction. This study is meaningful in that it can improve the understanding of user intention based on Netflix's new subscription standard and provide basic data that can be used for basic research on OTT service users' flow and addiction and development strategies of OTT content providers.

• Journal of Internet Computing and Services
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• v.25 no.3
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• pp.43-54
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• 2024

This study employs text mining techniques to compare user responses across various Over-The-Top (OTT) service platforms. The primary objective of the research is to understand user satisfaction with OTT service platforms and contribute to the formulation of more effective review strategies. The key questions addressed in this study involve identifying prominent topics and keywords in user reviews of different OTT services and comprehending platform-specific user reactions. TF-IDF is utilized to extract significant words from positive and negative reviews, while BERTopic, an advanced topic modeling technique, is employed for a more nuanced and comprehensive analysis of intricate user reviews. The results from TF-IDF analysis reveal that positive app reviews exhibit a high frequency of content-related words, whereas negative reviews display a high frequency of words associated with potential issues during app usage. Through the utilization of BERTopic, we were able to extract keywords related to content diversity, app performance components, payment, and compatibility, by associating them with content attributes. This enabled us to verify that the distinguishing attributes of the platforms vary among themselves. The findings of this study offer significant insights into user behavior and preferences, which OTT service providers can leverage to improve user experience and satisfaction. We also anticipate that researchers exploring deep learning models will find our study results valuable for conducting analyses on user review text data.