The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Analysis of Netflix and Hulu for Online Video Content Distributors' Business Model Comparison in N-Screen Era

N스크린 시대 온라인 비디오 콘텐츠 유통 비즈니스 모델 비교를 위한 넷플릭스(Netflix)와 훌루(Hulu) 연구

  • 정윤경 (순천향대학교 신문방송학과)
  • Received : 2014.02.11
  • Accepted : 2014.04.25
  • Published : 2014.05.28
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Abstract

The number of online video content distributors are rapidly increasing in N-screen environment. The purpose of this study is to analyze the business model of these distributors, especially Netflix and Hulu. Basis on STOF model, environmental domain, service domain, organization domain and financial domain of each company are analyzed and compared. This study finds that each company's business model had distinct characters in earlier stage. Netflix offered online and offline service in low cost, while Hulu offered up-to-date TV contents without fees. However, two companies' business models are getting similar. The result of this study shows that highly competitive environment and increasing content budget affect two companies to adopt similar business model to survive.

본 연구는 최근 증가하고 있는 온라인 콘텐츠 유통 사업자들의 비즈니스 모델을 탐색하기 위하여 최근 빠르게 성장하고 있는 미국의 넷플릭스와 훌루를 분석하였다. STOF 분석 틀을 도입, 두 사업자의 외부 환경, 서비스 영역, 조직 영역, 재무 영역을 분석하여 본 결과, 초기 비즈니스 모델은 분명하게 차별화되고 있는 것으로 나타났다. 넷플릭스는 저렴한 비용으로 온, 오프라인 통합 서비스를 제공하고 콘텐츠 추천 서비스를 제공함으로써 성장할 수 있었던 반면, 훌루는 유료 방송과의 경쟁에 직면하여 수용자 락인을 목적으로 무료 서비스를 시작함으로써 광고 없이 TV 콘텐츠를 시청하고자 하는 수용자를 끌어들일 수 있었다. 그러나 시간이 지날수록 두 사업자의 비즈니스 모델은 동질화되어 가는 것으로 나타났다. 특히 시장의 경쟁 심화와 서비스 영역의 동질화가 이에 영향을 미친 것으로 분석된다. 또한 경쟁 심화라는 외부 환경적 요인은 콘텐츠 소싱 비용의 증가 및 수익률 감소로 직결되고 있는 것으로 나타났다. 이는 콘텐츠 및 수용자 가치를 창출할 수 있는 차별적인 비즈니스 모델의 구축이 필요함을 시사한다.

Keywords

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