• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.21 no.4
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• pp.149-156
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• 2021

OTT service, which allows video content to be viewed as a streaming service on the Internet network, has recently attracted a lot of attention, and the number of users is also increasing rapidly. It would be a natural strategy for OTT companies to acquire more content to gain a competitive advantage in relations with traditional media companies and other OTT companies. However, there are research results to show that the investment in facilities by Internet service providers who must transport the increasing Internet traffic from OTT provider to end users should increase as the amount of Internet traffic originated by OTT services also increases. This study empirically analyzed how content investment by Netflix, a leading OTT company, affects its revenue growth and network investment by Internet service providers through a polynomial distributed lag model. And the analysis results show that Netflix's content investment contributes to the company's increase in revenue, and also has an effect on the increase in network investment by Internet service providers. This result confirms that OTT operators' content acquisition strategy is a valid management strategy, and empirically supports the study results that OTT operators need to share the cost of Internet network facility investment.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.309-310
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• 2019

최근 들어 빅데이터 기반의 추천 방식과 개인화 시스템을 활용하여 맞춤형 콘텐츠를 추천해주는 서비스가 주목받고 있다. 이는 단순히 OTT 서비스뿐만 아니라 상품추천이나 음악 추천, 친구 추천, 뉴스 추천 등 여러 분야에서도 널리 사용 중이다. 본 연구는 OTT 서비스의 맞춤형 콘텐츠를 지속해서 이용하는 경우 정보 탐색 과정의 사용 경험과 이용만족도에 대해 알아보고자 시작되었다. OTT 서비스 중 사용자가 가장 많고 콘텐츠 추천 기능이 강점인 넷플릭스와 왓챠플레이를 중심으로 사용자 인터뷰를 진행하여 사용자들의 추천 기능 이용 패턴을 파악하고 그 과정에서의 특이사항이나 어려움을 파악하려 하였다. 이를 바탕으로 콘텐츠 추천 및 탐색 과정의 UX를 개선할 수 있는 방안을 제시하고자 하였다.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.10
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• pp.1361-1370
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• 2018

With the advent of OTT, the new concept of content delivery service is growing interest in the market, the development of appropriate equipment and application program is needed. In order to provide OTT service, a system to receive UHD broadcast to collect free content is needed. In this study, we designed an OTT service providing system that operates on 4K UHD video adapter hardware capable of IPTV service. First, we analyzed the situation to provide video free contents service and implemented a system to collect free contents. To validate the research and to make practical use of it, we have developed a mobile program for free content service and distributed it through the Google App Store. It is also installed in an OTT box with the ability to provide free content on the open market and is in service in several countries including Brazil.

• Journal of Digital Convergence
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• v.19 no.1
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• pp.327-333
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• 2021

The purpose of this study is to explore what elements and measures are necessary to grasp the content influence and competitiveness of each OTT platform, which is difficult to measure only with the existing TV broadcast ratings indicator, on the same basis. In this study, based on the RACOI, the daily Top 10 list provided by Netflix was scored to determine the correlation with the viewers' reaction to TV dramas, and a meaningful comparison criterion index was derived. Based on this, the study tried to analyze the share of content provided by the top 3 OTT platforms in Korea. Spearman's correlation analysis was performed for each indicator of RACOI and the Netflix popularity score. It was confirmed that the Netflix popularity score was correlated with the digital video views indicator of RACOI. As a result of analyzing the platforms, it was found that the popularity of the content provided by Netflix and Tving was relatively high. This study did not secure the company's sales data, and there is a limitation in that long-term tracking analysis could not be performed. However, the study extracted the viewer response indicators of TV that are correlated with popularity within Netflix. It is valuable as a basic study of an extended study that compares and confirms the long-term impact of content provided by each OTT platform in the future.

• Journal of the Korea Society of Computer and Information
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• v.20 no.5
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• pp.99-106
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• 2015

This research is focused on the development of the proprietary database embedded in the OTT device, which is used for searching and indexing video contents, and also the development of the search algorithm in the form of the critical components of the interface application with the OTT's database to provide video query searching, such as remote control smartphone application. As the number of available channels has increased to anywhere from dozens to hundreds of channels, it has become increasingly difficult for the viewer to find programs they want to watch. To address this issue, content providers are now in need of methods to recommend programs catering to each viewer's preference. the present study aims provide of the algorithm which recommends contents of OTT program by analyzing personal watching pattern based on one's history.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.315-325
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• 2018

The purpose of this study is to search the correlation between real-time viewing and OTT VOD usage. The study is based on the ratings and VOD download data, collected from TNmS and pooq. And this study focused on the ratings, 2049 ratings, OTT VOD download over the past 7 days, OTT VOD download over the past 30 days. The results showed that there were positive correlation in all genres(drama, entertainment, current affairs). First, there was a correlation between ratings and OTT VOD download over the past 7 days, between 2049 ratings and OTT VOD download over the past 7 days. Next, there was a correlation between ratings and OTT VOD download over the past 30 days, between 2049 ratings and OTT VOD download over the past 30 days. Finally, there was somewhat different among rankings of the ratings and VOD download.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.283-287
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• 2021

The purpose of this study is to analyze personalized contents and previews of OTT service based on user experience and to suggest the improvements of the preview viewing experience. Current domestic OTT mobile applications were researched to find out how services are offering content. Plus, the 20s-30s were recruited to analyze user experience. An online survey and in-depth interview were conducted by using Stephen P. Anderson's Creating Pleasurable Interface Model. As a result, preview help users to select content but it doesn't suit their taste. Also, the preview is hard to watch however they want. Therefore, it can be inferred that the preview requires the function for improving efficiency, preference, and accessibility. This study is expected to be used as research material on user experience or preview experience of OTT content.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.1031-1038
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• 2023

In recent years, the rapid proliferation of domestic and global Over-The-Top (OTT) platforms, in conjunction with the global pandemic, has substantially enhanced the accessibility of global contents. This trend is expected to continue to strengthen. This study examines the extent to which domestic consumers experience global contents through OTT platforms and its impact on individual consumers' global identity and the formation of global brand attitudes. We conducted an empirical analysis based on a survey of university students, who constitute the main consumer group for global contents through OTT platforms. The results show that as exposure to global content s and diversity of those experiences through OTT increase, respondents exhibit higher levels of global consumer orientation and global identity. This, in turn, has a positive influence on the formation of global brand attitudes.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.375-388
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• 2021

This study aims to contribute to the understanding of consumer behavior during the COVID-19 by comparing blog reviews of an over-the-top (OTT) online video service from before and during the pandemic. We anticipate that the COVID-19 outbreak prompts the use of the OTT service as part of an emotion-focused coping strategy derived from the loss of personal control and the subsequent avoidance motivation. We also posit that a strong yearning for life before COVID-19 will increase interest in the content that fulfills a need for nostalgia. Our analysis of Netflix reviews provides empirical evidence of the effects of an emotion-focused coping strategy and nostalgia on OTT service usage. First, the titles of the reviews posted during COVID-19 indicate that consumers were less likely to mention OTT services other than Netflix, more interested in domestic content, and used OTT services as an avoidance-denial strategy. Second, the blog content demonstrates that while pre-COVID reviews tend to focus on the practical benefits of OTT services, those posted during the pandemic focus on mood, emotions, and dialogue. In addition, interest in comedy and romance genres increased during COVID-19. Third, we identified a greater preference for realistic or everyday content that depicted the pre-pandemic era. This is the first empirical study to investigate the effects of COVID-19 on video streaming usage in Korea. In addition, this research contributes to the field of marketing by expanding our understanding of online video service users during COVID-19 and identifies practical implications for OTT services in the midst of a pandemic.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.