• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.124-137
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• 2018

The OTT service in Korea is not as popular as that in the U. S. This study argues that one of the major reasons of poor performance of OTT in Korea is that the OTT service providers did not acquire attracting contents, thus failing to appeal to Korean users. The other reason is Korean users are not willing to use OTT services because of high telecommunications fees to use OTT services. That is why most OTT users are using OTT services in WiFi zones, such as house, workplace, or school. This study investigated the popular OTT contents in recent three years, and how these popular OTT contents are provided in OTT service platforms, and how these contents are used in different places. The results of this study may provide several implications for OTT service providers' strategies in the future, and propose policy implications for the development of OTT services in Korea.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.859-865
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• 2023

In a situation where service providers are increasingly focusing on content development due to the intense competition in the OTT market, interactive content that encourages active participation from viewers is garnering significant attention. In response to this trend, research on interactive content is being conducted more actively. This study aims to analyze interactive content through text mining techniques, with a specific focus on online unstructured data. The analysis includes deriving the characteristics of keywords according to their weight, examining the relationship between OTT platforms and interactive content, and tracking changes in the trends of interactive content based on objective data. To conduct this analysis, detailed techniques such as 'Word Cloud', 'Relationship Analysis', and 'Keyword Trend' are used, and the study also aims to derive meaningful implications from these analyses.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.319-326
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• 2022

As digital content services, especially OTT(over-the-top) video services, diffuse rapidly, so do smartTVs. Based on the indirect network effect theory and the complementarity theory, this study explores the relationship between digital content services and smartTV. Using the Media panel dataset, this study analyzes how the usage of digital content service (OTT usage, OTT usage volume, the usage of various OTT service types, and online game/music/education/news service) affects smartTV usage. This study shows that OTT usage and its usage volume is positively associated with smartTV usage, and that the usage of various OTT service types is positively associated with smartTV usage compared with non-OTT users. As for online content services, the usage of online education service is positively associated with smartTV usage while the usage of online news service is associated negatively. These results support the indirect network effect theory and the complementarity theory.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.159-169
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• 2022

The study explored the key factors(content satisfaction factor, functional satisfaction factor, inertia factor and situational factor) that influence OTT users' continued use from the perspective of Behavioral Economics. In addition to rational factors that make OTT users feel satisfied after experiencing the contents and functions by the platform, we assumed that it would also affect habitual factors from the 'status quo bias'. To verify this, an online survey was conducted on 523 adults in 20s and 40s who have subscribed to the Top3 OTT platform(Netflix, Wavve, and Tving). As a result of regression analysis, 'content satisfaction factor', 'functional satisfaction factor' and 'inertia factor' were significant in OTT continued use. 'Inertia factor' did not affect domestic OTT users. Unlike previous studies that supposed OTT service users as beings with complete rationality, this study is meaningful to explain OTT continued use by applying 'bounded rationality'.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.119-126
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• 2021

Recently OTT video service has grown rapidly and has a negative impact on the growth of pay-TV subscribers. Consequently the substitution of OTT services for pay-TV services will begin. This study explores OTT usage patterns, dividing into three sectors (OTT service use, OTT usage volume, and paid-OTT service use), by considering users' demographice factors, smart device ownership, pay-TV subscription, and bundle service use, by employing the Mediapanel dataset. The results showed that age, income, smartTV usage, market size, cable/satellite subscribers, TV VOD expenses, movie VOD expenses, and mobile bundle use are associated with OTT service use. The results also showed that age, household sizes, tablePC usgage, cable/satellite subscribers, TV VOD expenses, other VOD expenses, and unlimited data plans are associated with OTT usage volume. Lastly the results showed that age, gender, income, tabletPC usage, cable subscribers, other VOD expenses, mobile bundle usage, and unlimited data plans are associated with paid-OTT service use.

• Journal of the Korea Convergence Society
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• v.11 no.3
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• pp.181-186
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• 2020

The purpose of this study is to empirically examine the factors affecting the binge-watching behaviors of OTT service users by using a multi-layer perceptron (MLP) artificial neural network. All samples (n=1,000) were collected from 'A survey on user awareness in OTT service' published by a Media Research Center of the Korea Press Foundation in 2018. Our research model includes one dependent variable which is binge-watching behaviors on OTT service and five independent variables such as gender, age, frequency of service usage, users' satisfaction with content recommendation algorithm, and content types mainly consumed. Our findings demonstrate that age, frequency of service usage, users' satisfaction with content recommendation algorithms, and certain types of contents (e.g., Korean dramas, Korean films, and foreign dramas) were found to be highly related to binge-watching behavior on OTT services.

• Journal of Digital Convergence
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• v.18 no.4
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• pp.425-431
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• 2020

The purpose of this study is to measure the user experience of Netflix which is a representative global OTT service, Watcha and Wavve which is a representative service of Korea. Using mobile applications, qualitative research and quantitative research on user experience of OTT service were conducted with task test, in-depth interviews and surveys. As a result of the study, The usefulness and accessible of the OTT service has not shown much difference between OTT services. Rather, contents based on personal preferences has a significant impact on OTT service selection. The study found that Netflix needs to secure contents, Watcha needs to improve interface and recast categories, Wavve needs to present contents that are focused on and improve interface of main screen. The study expects to help a build a differentiate user experience in the face of growing OTT platform competition.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.125-135
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• 2022

The number of domestic users of OTT services is gradually increasing, and users can consume content more freely through OTT services that can consume content in various ways unlike existing broadcasting systems. As the service utilization rate increases and consumption patterns diversify, useful and convenient UI design and usability should be considered from the user's point of view, but research on the app UI design of OTT service is still insufficient. Therefore, in this study, UI design components were compared and analyzed for the top five mobile apps in Korea's OTT platform utilization rate, and usability evaluation was conducted through surveys and in-depth interviews with 10 people in their 20s. Based on the analysis results, the direction of improvement of OTT service mobile apps in the future was presented, and the results of this study are expected to be used as basic data for improving UI design and usability of OTT mobile apps in the future.

• 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 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.