• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.142-150
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• 2015

This study examines the effect of changes in the content distribution strategy on VOD usage by comparing the VOD usage pattern following the changes in the IPTV and Digital Cable SVOD holdback policy. The result of this study shows that after changing the SVOD holdback from one week to three weeks, the VOD usage decreased up to 50 percent while paid VOD revenue increased as a result of the rise in PPM. The time series analysis shows statistical decrease in the number of SVOD usage, SVOD usage per user, and PPV revenue per user while VOD revenue per user increased significantly. Moreover, SVOD usage within the drama genres such as mini-series, weekend series, weekend special series, and sitcom decreased significantly. This research provides a case study on the effect of the broadcaster's content distribution policy on the VOD user behavior thus proposing broadcasters and platform operators the ways of establishing distribution strategy as well as invigorating the VOD usage.

• Journal of Broadcast Engineering
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• v.26 no.5
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• pp.583-591
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• 2021

This paper explores variables that influence the prediction of OTT service experience and free(AVOD)/ paid(SVOD) service use. Research results showed that five variables such as gender, age, personal income, household composition, and e-commerce use experience had a significant impact on identifying OTT service experience and whether to use free or paid services. Also, it was found that the probability of using SVOD increases as they prefer news and drama genres and use OTT services for more time. In summary, those who are relatively young, have a high personal income, and are more adapted to digital environments such as e-commerce are more likely to use SVOD.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.467-475
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• 2020

As the growth rate of IPTV VOD usage increases it is necessary to analyze VOD usage patterns systematically. This study divides VOD users into free VOD and paid VOD users, then explores how VOD usage motivations, usage patterns, and demographic factors affect the differences between two groups. The results show that social motivation, VOD satisfaction, using content after the holdback expiration, an intention to pay for ad-skip, the proportion of VOD usage, a VOD give-up experience, TV usage time, and SVOD usage time, are statistically significant. Except the VOD satisfaction factor, all of the factors analyzed are more likely to expect paid VOD users. Additionally this study found paid VOD users are more likely to use a SVOD service as an alternative one compared with free VOD users.

• Broadcasting and Media Magazine
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• v.27 no.4
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• pp.11-22
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• 2022

미디어 시장은 유료방송에서 스트리밍으로 급격하게 변하고 있다. 기존에는 SVOD가 스트리밍의 중심이었다면 향후에는 AVOD가 시장 변화를 주도할 것으로 예상된다. 스트리밍 시장이 어떻게 발전해 왔고 앞으로 어떻게 변화할지 알아보자.

• Asia pacific journal of information systems
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• v.31 no.1
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• pp.17-42
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• 2021

This study examines the adoption of subscription-based video on demand (SVOD) streaming services among consumers. Primarily, we explore the moderating effect of the two models of streaming services, standalone streaming services and bundled streaming services, on the users' adoption. We employ the Unified Theory of Acceptance and Use of Technology (UTAUT2) model in this study. We utilize the data collected from 337 Indian respondents and find that all constructs of the UTAUT2 model act as motivators of adoption. Gender, age, and experience of the respondent also play a moderating role in the adoption of streaming services. We also find that providing bundled streaming service positively moderates price-value and hedonic motivation of adoption. The study is perhaps the first of its kind that aims to understand the motivations for adoption of SVOD services, particularly in the Indian context, which has the fastest-growing base of internet users in the world.

• Journal of Korea Multimedia Society
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• v.2 no.3
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• pp.265-276
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• 1999

Video on Demand (VOD) system is definitely one of main applications in upcoming multimedia era. In this research, we have designed and implemented a host-based scalable VOD system (SVOD) which is composed of low cost PC servers and runs on Linux kernel that is currently spotlighted in enterprise and research domains. Our contribution is as follows: first, the previous Ext2 file system was modified to efficiently support continuous media like MPEG stream. Second, the storage server features a host-based scalable architecture. Third, a software MPEG decoder was implemented using Microsoft's DirectShow$\circledR$COM. Finally, flow control between client and server is provided to suppress overflow and underflow of client circular buffer and supports FF VCR operation. We have known that it is possible to develop a thread-based and scalable VOD system on low cost PC servers and free Linux kernel.

• 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.15 no.8
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• pp.117-130
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• 2021

The government's social distancing policy and concerns about COVID-19 are increasing restrictions on outdoor leisure activities. Based on the decrease in outdoor leisure activities and the increase in indoor leisure activities, The purpose of this study is to examine the correlation between the degree of new confirmed cases of COVID-19 and the number of VOD views. This study conducted a time series analysis for 348 days from February 18, 2020 to January 31, 2021. Data were collected from the number of daily VOD views provided by the Korean Film Council and the number of new confirmed cases of COVID-19 provided by the Korea Centers for Disease Control and Prevention. The analysis showed that the number of confirmed COVID-19 cases has a significantly positive effect on the number of daily movie VOD views at the 5% significance level. This results indicate that the more confirmed cases of COVID-10, the more people watch movie VOD as indoor leisure activities. While previous studies examined the relationship between the confirmed cases of COVID-19 and indoor leisure activities in general, this study tried to academically contribute by analyzing the impact on specific indoor leisure activities. The practical implications of this study are as follows. The results of this study show that efficient promotions are possible based on significant social issues, such as infectious diseases. According to the results, promotions that respond quickly to changes are more effective than long-term promotions considering the climate or seasons. Due to the limitations of the data, the current study was conducted based only on PPV, but future research should also consider various billing forms such as PPM and SVOD.