The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

A study of OTT consumption based on multilevel modelling: Focusing on OTTgenre and subscription preferences, multihoming, and household environment

다층모형에 기반한 OTT 소비행태 연구: OTT 장르 및 구독 선호도, 멀티호밍 그리고 가구 환경을 중심으로

  • 정동아 (연세대학교 정보대학원 ) ;
  • 이상우 (연세대학교 정보대학원 )
  • Received : 2024.06.21
  • Accepted : 2024.08.21
  • Published : 2024.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

Acknowledgement

본 연구는 과학기술정보통신부 및 정보통신기획평가원의 대학ICT연구센터육성지원사업의 연구결과로 수행되었음 (IITP-2024-2020-0-01749)

References

  1. 강준석, "유료 OTT 서비스 이용 행태 분석: 다중구독 및 계정 공유 행태를 중심으로," 정보통신정책연구원 연구보고서, 2022.
  2. 공정거래위원회, "SK텔레콤과 지상파 방송3사의 OTT 결합 조건부 승인," 기업결합과 보도자료, 2019.
  3. 구자현, "OTT 시장의 변화와 국내 콘텐츠 산업 경쟁력," 한국개발연구원 서비스경제연구소, 2022.
  4. 김민주, "구독률 가장 높은 넷플릭스, 유튜브.티빙에 만족도 밀렸다," 한경비즈니스, Retrieved February 6, 2024, Available: https://magazine.hankyung.com/business/article/202402067449b.
  5. 김정욱, "스트림플레이션," 서울경제, Retrieved February 25, 2024, Available: https://www.sedaily.com/NewsView/2D5HYUHGYZ.
  6. 노창희, "2023년 미디어 생태계가 직면한 도전과 기회," 아주경제, Retrieved December 29, 2022, Available: https://www.ajunews.com/view/20221228152611267.
  7. 변은지, 백현미, "OTT 서비스 복수 구독 현황 및 이용자 특성에 관한 탐색적 연구," 방송통신연구, 통권 제117호, 2022, pp. 43-69.
  8. 서창갑, "AHP 를 이용한 OTT 평가요인에 관한 연구," 정보시스템연구, 제29권, 제4호, 2020, pp. 193-208.
  9. 심동녘, "OTT 유료서비스 이용자 특성 분석," 정보통신정책연구원 KISDI STAT Report, 2020.
  10. 심미선, 한진만, "프라임타임대 지상파 텔레비전 프로그램 선택에 영향을 미치는 요인에 관한 연구," 한국언론학보, 제46권, 제4호, 2002, pp. 177-216.
  11. 엠브레인, "2020년 구독서비스(구독경제) 관련 조사," 2020, Available: https://www.trendmonitor.co.kr/tmweb/trend/allTrend/detail.do?bIdx=1897&code=0201&trendType=CKOREA
  12. 엄지연, 임영우, 곽기영, "OTT 서비스 정보시스템 품질이 재사용의도에 미치는 영향," 정보시스템연구, 제32권, 제3호, 2023, pp. 63-83.
  13. 이선미, "OTT 이용행태에 관한 탐색적 연구," 한국콘텐츠학회논문지, 제21권, 제7호, 2021, pp. 119-126.
  14. 이재현, "미디어 이용에 대한 리듬 분석: 미디어화 이후의 리듬," 언론정보연구, 제52권, 제1호, 2015, pp. 83-122.
  15. 이재호, 이상운, "OTT 서비스 이용경험 및 유.무료서비스 이용 결정 요인 분석," 방송공학회논문지, 제26권, 제5호, 2021, pp. 583-591.
  16. 임종수, "구독 미디어, '넷플릭스 시대'의 미디어 구도," 한국방송통신전파진흥원 전문가리포트, 2019.
  17. 장미혜, "문화자본과 소비양식의 차이," 한국사회학, 제35권, 제3호, 2001, pp. 51-81.
  18. 전범수, "국내외 텔레비전 장르 선호도 연구," 한국방송학보, 제19권, 제3호, 2005, pp. 209-241.
  19. 전범수, "매체별 장르 선호도가 지상파방송 채널 시청 정도에 끼치는 영향," 방송통신 연구, 통권 제75호, 2011, pp. 148-170.
  20. 정지은, ""韓 계정공유 막는다"...넷플릭스, 집중 단속," 한국경제, Retrieved January 30, 2024, Available: https://www.hankyung.com/article/202401301373i.
  21. 천혜정, "누가 왜 구독 서비스를 이용하는가: 구독 서비스 유형별 구독 동기, 구독 만족도 및 구독 지속 의도의 관계," 소비자 문제연구, 제53권, 제1호, 2022, pp. 91-119.
  22. 최병삼, 시새롬, "플랫폼 경제의 부상과 혁신적이고 공정한 산업 생태계 조성 방안," 과학기술정책연구원 연구보고서, 2021.
  23. 한국콘텐츠진흥원, "OTT 서비스 변화와 콘텐츠 이용 전망 분석," KOCCA포커스 통권145호, 2022.
  24. 한국콘텐츠진흥원, "2023 OTT 이용행태 조사," 한국콘텐츠진흥원 연구보고서, 2023.
  25. 한주희, "OTT 서비스의 다양성과 시장경쟁이 OTT 서비스 복수구독에 미치는 영향에 관한 연구," 서울대학교 박사학위논문, 2023.
  26. Bavelas, J. B., and Segal, L., "Family systems theory: Background and implications," Journal of Communication, Vol. 32, No. 3, 1982, pp. 99-107.
  27. Bhullar, A., and Chaudhary, M. R., "Key factors influencing users' adoption towards OTT Media Platform," International Journal of Advanced Science and Technology, Vol. 29, No. 11, 2020, pp. 942-956.
  28. Bray, J., Kanakaratne, M. D. S., Dragouni, M., and Douglas, J., "Thinking inside the box: An empirical exploration of subscription retailing," Journal of Retailing and Consumer Services, Vol. 58, 2021, pp. 102333.
  29. Chen, T., Fenyo, K., Yang, S., and Zhang, J., "Thinking inside the subscription box: New research on e-commerce consumers," McKinsey, Retrieved February 9, 2018, Available: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/thinking-inside-the-subscription-box-new-research-on-ecommerce-consumers.
  30. Dias, P., "Motivations for multi-screening: An exploratory study on motivations and gratifications," European Journal of Communication, Vol. 31, No. 6, 2016, pp. 678-693.
  31. Duggan, M., & Smith, A., "Political Content on Social Media," Pew Research Center, 2016.
  32. eMarketer, "US Streaming video service subscribers who have the ad-free vs. ad-supported version of select subscription video-on-demand (SVOD) services," Research report, 2022.
  33. Geers, S., "News consumption across media platforms and content: A typology of young news users," Public Opinion Quarterly, Vol. 84, Special Issue, 2020, pp. 332-354.
  34. Hwang, W., and Oh, J., "Adoption of new online services in the presence of network externalities and complementarities," Electronic Commerce Research and Applications, Vol. 8, No. 1, 2009, pp. 3-15.
  35. Stoll, J., "Ad-supported and ad-free HVOD users in the U.S. 2022, by income," Statista, 2022.
  36. Katz, E., Blumler, J. G., and Gurevitch, M., "Uses and gratifications research," The Public Opinion Quarterly, Vol. 37, No. 4, 1973, pp. 509-523.
  37. Kerr, M. E., and Bowen, M., "Family evaluation," WW Norton & Company, 1988.
  38. Kim, M. S., Kim, E., Hwang, S., Kim, J., and Kim, S., "Willingness to pay for over-the-top services in China and Korea," Telecommunications Policy, Vol. 41, No. 3, 2017, pp. 197-207.
  39. Kumar, K., Krishna, V. R., Govindaraj, M., Pawar, V., Sathyakala, S., and Viswanathan, R., "Characteristics determining customer's preferences for OTT video streaming: A multivariate analysis," Entertainment Computing, Vol. 52, 2025, pp. 100746.
  40. Kumar, V., and Venkatesan, R., "Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior," Journal of Interactive Marketing, Vol. 19, No. 2, 2005, pp. 44-62.
  41. Landsman, V., and Stremersch, S., "Multihoming in two-sided markets: An empirical inquiry in the video game console industry," Journal of Marketing, Vol. 75, No. 6, 2011, pp. 39-54.
  42. Morley, D., "Family television: Cultural power and domestic leisure," Comedia, London, 1986.
  43. Mulla, T., "Assessing the factors influencing the adoption of over-the-top streaming platforms: A literature review from 2007 to 2021," Telematics and Informatics, Vol. 69, 2022, pp. 101797.
  44. Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., and Verhoef, P. C., "Challenges and opportunities in multichannel customer management," Journal of Service Research, Vol. 9, No. 2, 2006, pp. 95-112.
  45. O'Brien, M., "Shared caring: bringing fathers into the frame," Vol. 18, Manchester: Equal Opportunities Commission, 2005.
  46. Orthner, D. K., and Mancini, J. A., "Leisure impacts on family interaction and cohesion," Journal of Leisure Research, Vol. 22, No. 2, 1990, pp. 125-137.
  47. Parasuraman, A., Zeithaml, V. A., and Berry, L. L., "Servqual: A multiple-item scale for measuring consumer perceptions," Journal of Retailing, Vol. 64, No. 1, 1988, pp. 12.
  48. Park, H., Kim, S., and Sohn, C., "The Effect of OTT Characteristics on Perceived Value, User Satisfaction and Continuous Use Intention in OTT: Focusing on the Moderating Effect of Hedonic Innovativeness," Journal of Digital Convergence, Vol. 20, No. 3, 2022, pp. 169-180.
  49. Prior, M., "News vs. entertainment: How increasing media choice widens gaps in political knowledge and turnout," American Journal of Political Science, Vol. 49, No. 3, 2005, pp. 577-592.
  50. Shin, S., & Park, J., "Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea," Telecommunications Policy, Vol. 45, No. 9, 2021, pp. 102203.
  51. Van Eijck, K., "The impact of family background and educational attainment on cultural consumption: A sibling analysis," Poetics, Vol. 25, No. 4, 1997, pp. 195-224.
  52. West, D. M., "Digital divide: Improving Internet access in the developing world through affordable services and diverse content," Center for Technology Innovation at Brookings, 2015, pp. 1-30.
  53. Westcott, K., Arbanas, J., Arkenberg, C., Auxier, B., Loucks, J., and Downs, K., "2023 Digital media trends: Immersed and connected," Deloitte, Retrieved April 14, 2023, Available: https://www2.deloitte.com/us/en/insights/industry/technology/media-industry-trends-2023.html.
  54. Wu, B., Guo, G., & Luo, P., "The effect of subscriptions on customer engagement," Journal of Business Research, Vo. 178, 2024, pp. 114638.
  55. Wu, C. H., and Chiu, Y. Y., "Pricing and content development for online media platforms regarding consumer homing choices," European Journal of Operational Research, Vol. 305, No. 1, 2023, pp. 312-328.