• 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.

• 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 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.

• 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 Service Research and Studies
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• v.8 no.4
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• pp.31-51
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• 2018

The objective of this study is to suggest the measures for providing the personalized recommendation service, by analyzing the effects of personalized recommendation service of OTT service on the relationship strength and customer loyalty, and also to verify the differences in meanings of personalized recommendation service in accordance with the type of contents. In the results of this study, the personalized recommendation service has significant effects on the customer loyalty with the mediation of relationship strength, and in accordance with the type of contents mainly used by customers, there are differences in the effects of personalized recommendation service on the customers. Personalized recommendation service could be used as a tool for strengthening the relationship by inducing the commitment, which could improve the customer loyalty. When the contents have more active communications with customers, personalized recommendation service could largely contribute to the improvement of loyalty.

• 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.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.16 no.6
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• pp.195-207
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• 2017

Since the smart phone was first introduced, the amount of mobile traffic has increased explosively. The OTT service with personal broadcasting and TV contents and the number of users have been increased in wired network, and there are needs to expand the OTT service to mobile network. In the case of the OTT service in mobile network, the relative small and finite resource may cause the overload of the network due to the massive and high transfer rate. In this paper, we consider a future situation of the OTT user services in the cellular network and propose a novel D2D communication scheme for location-based OTT service, which can reduce and distribute the amount of video traffics. To effectively handle the traffic of OTT services, we propose D2DS and LCS functional blocks in EPC network, which can provide location-based service and D2D management. And, we suggest additional procedures for the location-based service of both content provider and contents receiver UEs with the operation of the proposed D2DS and LCS function block.

• 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.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.

• Journal of Internet Computing and Services
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• v.18 no.6
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• pp.93-100
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• 2017

In multi-media, multi-channel era, video viewing using various digital devices via the Internet, not the existing broadcasting network, is emerging as a new broadcasting viewing behavior. OTT service is regarded as the main service of this change of viewing behavior. It is a video service that can seamlessly use any content desired by the user at any time, at any time, any device, any contents, if the Internet connection is available. The purpose of this study is to investigate the factors affecting the satisfaction of OTT service by applying the technology acceptance model (TAM). As a result of analyzing through 303 questionnaires of the early users of OTT service, social pressure, perceived popularity, perceived cost, user reputation, individual innovation, and esthetics set as external factors in this study are partially affects perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, perceived usefulness, ease of use, and enjoyment are directly influencing satisfaction. Based on these results, we discuss the theoretical and practical implications and propose future research direction.