• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.5
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• pp.29-34
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• 2023

Understanding individuals who consume content on OTT platforms is crucial for media operators and marketers due to the dominance of OTT services in the global media market. This study compared socio-demographic and personality characteristics of OTT non-users and users, and tested these characteristics impact on usage time of OTT services. Cross-sectional data from 9,686 respondents aged 13 and above that extracted from the 2022 Korean Media Panel Survey were analyzed, revealing significant differences between the groups in gender, age, education level, income level, employment status, openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. Moreover, gender, age, education level, income level, employment status, conscientiousness, extraversion, and agreeableness influenced usage time of OTT service. The findings expected to be valuable data that media operators and marketing practitioners can refer to when formulating strategies that consider the characteristics of users.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.9
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• pp.1191-1198
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• 2018

This paper illustrates not only the effectiveness of applying content quota system for on-demand video streaming platform, but also the effect of OTT regulation on copyright protection and cultural industry protection in a single market, focusing on the community's response to Netflix's entry into the EU market. Additionally, this paper examines on-demand video streaming services, growth of Netflix. The EU policy on the on-demand video streaming service market consists of 'portability' in the digital single market and content quota for copyright protection. In this paper, I analyze the market protection and the aspect of improving competitiveness of online streaming service industry. The EU is trying to protect the cultural industry and copyright protection in the region by applying and regulating the OTT business in content quota system, which has been applied only to European broadcasting companies.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.3
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• pp.223-228
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• 2023

According to the Korea Information Society Development Institute, OTT services grew at a rate of 33.4% in four yearsfrom 2017, when they were first launched.TheKorea Export-Import Bank announced in 2020 that the domestic OTT market was worth 780.1 billionKRW. This growth of the OTT market is expected to stimulate competition among OTT service platforms, and user satisfactionwithconvenience features, such as video recommendations, seems to be acting as an important factor in the competition.Currently, the OTT market uses a variety ofdata for customized recommendations, but the limitationis that it only uses datacollected within the app. Thereby we have proposed the use ofpersonal data collected outside the app for personalized recommendations, and the survey results showed that user satisfaction was 23.72% higher for recommended content based on the proposedmethod thanNetflix recommended content.

• 한국벤처창업학회:학술대회논문집
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• 2022.04a
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• pp.211-214
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• 2022

OTT 플랫폼의 발달로 다른 나라의 미디어를 쉽게 소비할 수 있게 되면서 국경이 더욱 모호해졌다. 이러한 배경에서 본 연구는 각국의 미디어 콘텐츠가 세계적으로 어떻게 소비되고 있는지 알아보는 것을 목적으로 한다. 그리고 이러한 미디어 흐름에 영향을 미치는 요인을 알아보고자 한다. 이를 위해 미디어 콘텐츠의 국제적 흐름 이론을 바탕으로 TV 콘텐츠의 국제적 흐름과 관련된 경제적 요인과 문화적 요인을 고찰한다. 연구 데이터로 2021년 1월 1일부터 2021년 6월 20일까지 80개국 넷플릭스에서 매일 가장 많이 본 TV 프로그램 10개 중 13만6800개의 결과를 수집하였다. 첫 번째 분석 결과, 미국 TV 콘텐츠는 여전히 OTT 환경(일명 글로벌 중심국)에서 전 세계적으로 가장 많이 소비되는 콘텐츠였지만, 한국, 영국, 멕시코/콜롬비아(일명 준중심국)를 중심으로 새로운 3개 생산-소비자 그룹이 식별되었다. 두 번째 분석 결과, 경제적 요인(생산국의 GDP와 소비국의 TV 콘텐츠 자급률)과 문화적 요인(언어적 근접성, 지리적 거리, 문화적 거리)로 OTT 환경에서 TV 콘텐츠의 국제적 흐름을 설명할 수 있었다. 마지막 분석결과, 지리적 거리와 언어적 유사성이 세계 중심 국가보다 준중심 국가가 제작하는 TV 콘텐츠의 국제적 흐름을 설명하는 데 더 중요한 요소로 드러났다.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.21 no.3
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• pp.99-105
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• 2021

In addition to the OTT video production service represented by Nexflix and YouTube, a personalized recommendation system for content with artificial intelligence has become common. YouTube's personalized recommendation service system consists of two neural networks, one neural network consisting of a recommendation candidate generation model and the other consisting of a ranking network. Netflix's video recommendation system consists of two data classification systems, divided into content-based filtering and collaborative filtering. As the online platform-led content production is activated by the Corona Pandemic, the field of virtual influencers using artificial intelligence is emerging. Virtual influencers are produced with GAN (Generative Adversarial Networks) artificial intelligence, and are unsupervised learning algorithms in which two opposing systems compete with each other. This study also researched the possibility of developing AI platform based on individual recommendation and virtual influencer (metabus) as a core content of OTT in the future.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.34 no.3
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• pp.505-513
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• 2024

This study investigates how consumers perceive the collection of behavioral information through 'cookies' on OTT platforms and the impact it has on personalized services. Through SPSS analysis on 120 consumers, which was conducted to examine four hypotheses, correlations were found between awareness of OTT companies' behavioral information collection and online tracking recognition, awareness and willingness to provide cookies, and the extent of confirming behavioral information collection terms during registration and online tracking recognition. The study concludes that consumer knowledge about behavioral information significantly influences the importance and intention to use personalized services, highlighting the need for regulatory measures by both companies and government entities.

• Journal of Korea Entertainment Industry Association
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• v.13 no.5
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• pp.119-126
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• 2019

Watching movies is common on a big screen like a theater or on a big-screen TV. nowadays, small platform such as mobile devices is increasing rapidly for watch a movie. These changes are deeply related to the advent of Internet-based video streaming services such as OTT. OTT's development has provided in free video viewing system without using the set-top box is free from the limitations of time and space. Leading the market is Netflix[1], which started its business with Internet-based DVD rental service. Netflix, which is growing in tandem with the mobile market, had 193.26[2] million members as of the end of 2018. Other OTT participating companies include content-based Pooq, TVing, platform-based Olleh TV Mobile, Oksusu and LTE video portal. The size of such new growth projects has grown gradually, with 25.4 percent of all smartphone users currently watching video content with small mobile devices. Therefore, de-largeization, it is thought that visual language is needed for viewing small mobile devices that are capable of OTT services. To this end, this paper will identify the problem in viewing popular video content with small mobile devices and Survey and study its impact on viewers using the questionnaire.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• 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.22 no.8
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• pp.274-287
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• 2022

Competition in the broadcasting market is intensifying as OTT services are spreading. And Korea is positioned as a competent international contents supply base. This can be helpful for the domestic contents production industry. However, it can result in being incorporated as a subcontractor in the global video industry. Therefore, it is necessary for Korean OTT operators to expand their market upto overseas and maintain competitiveness by linking content competitiveness to the sales expansion. This study was conducted to reduce the risk and encourage implementation through feasibility analysis of overseas business of domestic OTT operators. The North American market was selected as a region with high potential through in-depth interviews with experts and literatures review. And it was confirmed that the partnership with local platform is effective. Then, the sales and input costs were estimated, and business was evaluated using the net present value method. Totally 18 scenarios were created using multiple estimates for copyright cost, subscribers, and rate, which are highly uncertain. From the analyses, 8 scenarios were found to be acceptable. And copyright cost has the greatest impact on business success, followed by rates and subscribers.