• Journal of Digital Convergence
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• v.19 no.10
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• pp.303-317
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• 2021

The purpose of this study is to analyze the competitiveness of OTT operators by developing an analysis framework specialized for the OTT industry. Based on existing research on business model, platform business model, and OTT characteristics, the OTT platform business model framework was developed, and case analysis was conducted based on data from related materials, literature, and internal data to suggest the direction for domestic OTT operators. As a result of the study, domestic OTT operators should use advanced AI and big data technologies to produce original content and improve the infrastructure and service quality of the platform. This study is meaningful in that it provides an analysis framework for OTT operators to establish their own competitive strategies and suggests the direction for domestic OTT operators through case application.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.2
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• pp.143-149
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• 2022

The diffusion of OTT service has brought the fundamental changes in the value chain of the existing media industry. OTT service based on the public Internet has increased the number of subscribers by using dominant marketing capability, making the pay TV platform player's ability to connecting users powerless. This study examined the changes in the media market and pay TV industry in the USA due to the diffusion of OTT service and analyzed the changing strategies of media firms. The number subscribers of the expensive pay TV service in the USA has diminished, experiencing cord cutting and cord shaving due the diffusion of OTT. OTT players are changing the media market, showing the dramatic excellence in making original contents and distributing the newly released movies. Examination of the recent merger and acquisition cases of media firms tells that the investment in making original contents has increased in order to have the competitiveness in OTT business. The future media industry will be rapidly reshaped mainly based OTT service and strategic judgement is important to maintain the competitiveness of all media firms in the existing value chain of media industry.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.1-8
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• 2022

Although the OTT industry is an area that needs urgent policy response as a priority area under the new industry regulatory reform master plan, various issues are occurring due to the lack of related institutional infrastructure. Therefore, this study aims to analyze the policy conflict structure in which regulatory obstacles and delays occur by listening to the opinions of major stakeholders and using the Q methodology to identify the regulatory innovation demand of the OTT industry. The analysis results are as follows. The analysis results are as follows. First, in the implementation of OTT-related policies, it is necessary to improve the standard system for the method of settlement of copyright fees. Second, it is required to improve the support method that can reduce the burden of OTT operators' fund. Third, it is necessary to supplement the system by changing the regulatory application method for potential regulatory issues related to zero-rating. This study can be utilized in the process of introducing a system in which various stakeholders are connected and developed in a complex manner in the process of regulatory innovation in new industries and services.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.4
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• pp.141-148
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• 2022

New services such as OTT have appeared, and the value chain of the media industry has formed a complex terrain, and new problems have arisen in terms of fair competition between operators and user protection. However, the problem of introducing OTT under the existing law that classifies services by physical characteristics and technical elements of the network has been criticized in terms of hindering industrial activation due to excessive regulation. The introduction of the new regulatory system has been delayed for a long time despite the dissatisfaction of stakeholders and attempts to legislate

• Proceedings of the Korean Society of Computer Information Conference
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• 2021.01a
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• pp.97-99
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• 2021

본 논문에서는 극장 비수기 기간 효율적인 상영을 위한 재개봉 영화 도출과 영화관 입장권 통합 전산망을 기반으로 극장 산업과 OTT 산업에서 제공하는 시청각 콘텐츠의 소비자 선호도를 분석한다. 기존 재개봉 영화는 연휴와 같은 성수기 바로 전 비수기 기간에 집중적으로 상영되고 있다. 즉 재개봉 영화 상영은 대형 영화 개봉 전 공백을 메우기 위해 상영되고 있음을 의미한다. 재개봉 영화는 대부분 예술 영화를 상영하고 연도마다 일정한 수요를 보이고 있다. 이러한 기조는 코로나 19 전까지 변함없이 이어졌으나, 코로나 19 이후 재개봉 영화에 대한 수요가 다른 년도 같은 월에 비해 급증하였다. 영화 산업의 전반적인 침체와 달리 재개봉 영화에 대한 수요는 늘어난 것이다. 코로나 19가 장기화되는 만큼 본 논문에서는 영화관 입장권 통합 전산망 데이터를 중심으로 영화 산업과 OTT 산업 이용자들의 선호 콘텐츠를 분석하고 기존 재개봉 영화와 대조하여 지속적이고 효율적 상영을 위한 재개봉 영화를 제안한다.

• 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.21 no.4
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• pp.447-453
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• 2021

The whole world was confused, unintended "COVID-19". It has become a constant phenomenon, not a temporary one, and people are getting used to this era. Among them, We are combating the form of "the film" which is playing a role of a multiplex in Korean film industry. Now we have studied the development of the future korean industry based on the movie theater form through our cultural industry, New platform OTT. As a result for the research, the OTT platform, which is located in one genre today, should be regarded as an opportunity to develop films, and the movie theater, which is a part of the development of the film industry, differs from the OTT platform. with "memory of space", the result was that "The audience's footsteps can move again." The crisis of "COVID-19" should bring about the consequences of turning into opportunity.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.199-206
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• 2022

As the OTT video service has grown, much attention has been paid to its impact on the traditional media market. This study explores how the OTT video service(measured as OTT subscription revenue, OTT advertising revenue, and Netflix effect) has impacts on the traditional media market(measured as pay TV subscription revenue, media advertising revenue, and broadcast advertising revenue), using the panel dataset with 50 countries from 2012 to 2020. For pay TV subscription revenue, OTT subscription revenue is positively associated with the revenue while Netflix and broadband diffusion have negative associations. For media advertising revenue, OTT advertising revenue is positively associated with the revenue while broadband diffusion has negative association. For broadcast advertising revenue, OTT advertising revenue is positively associated with the revenue while broadband diffusion has negative association.

• Smart Media Journal
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• v.13 no.2
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• pp.62-67
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• 2024

Due to technological advancements in viewing devices and the COVID-19 pandemic, a lot of OTT-only content is being produced and distributed as people shift from traditional movie theater viewing and broadcasters' fixed TV viewing to free-form OTT viewing using wired and wireless internet. As a result, the ability to leverage data from OTT audiences has become critical to the competitiveness of the industry. However, third parties other than OTT content providers are facing difficulties in acquiring OTT viewer data. In this paper, as a way to overcome the shortcomings of existing viewer data acquisition, we propose a method to extract audio and video data by developing an OTT viewing data acquisition agent using Web APIs by adopting a web browser environment that does not affect the performance of OS and viewing devices, so that third-party companies that need viewing data can utilize it.

• Journal of Internet Computing and Services
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• v.20 no.6
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• pp.143-156
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• 2019

Discussion on OTT regulation has become fiercer, as OTT services' impacts on the global and domestic media market have been exponentially growing. In South Korea, it is argued that, on the basis of the similarity between television program and OTT's video content, OTT needs to be regulated in order to protect fair competition and to control sociocultural effects. In many of the discussions, developed countries' cases have been used for supporting OTT regulation. In this paper, we first analyzed the global OTT market trends based on our own categorization of OTT services. then we assessed the validity of the application of the foreign cases in the current OTT regulation debates in Korea. We proposed six OTT types (aggregation, mediation, mediation-aggregation, multi-screen, outlet, and outlet-linear) simultaneously considering service operator' origin, business model, content format, and content delivery. These services have been consistently evolving, and the OTT market has been increasingly competitive especially around content differentiation. Regulators must be wary of hastily introducing competition regulation to the dynamically innovating OTT market. The foreign cases, including the US, EU, the UK, and Japan, hardly seem to be appropriate bases for strengthening OTT regulation. Rather, they were focused more on promoting competition in the domestic media market and enriching the content ecosystem. Therefore, we need to consider revision of the outdated media regulation frameworks instead of fitting OTT under them, and to recognize the priority of securing practical jurisdiction on global service providers before capturing local players into the conventional regulation systems.