• Journal of the Korea Institute of Information and Communication Engineering
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• v.18 no.4
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• pp.1000-1006
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• 2014

This study focuses on the fact that a OTT service is vigorously used for smart phones, and suggests a design of method to trace the experiences of watching television contents. For this purpose, we developed logging functions and embedded them into existing OTT service application to record flow and pattern of watching context. This paper suggests a log file format which can accurately and precisely record watching actions of users per-second methodology rather than former per-minute methodology. Moreover, this study shows that the application can trace watching attitude according to occurring events by characteristics and playing modes of realtime broadcasting, VOD, advertisement contents. In addition, based on the result of the study, this paper discusses educational, operational meaning of the method such as methodological application in mobile ethnography field or survey for total screening rate.

• Journal of Korea Society of Digital Industry and Information Management
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• v.11 no.4
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• pp.129-141
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• 2015

This study evaluates user experience of streaming stick service through usability testing. Streaming stick services such as Roku, Chromecast, and Everoncast were tested in ten levels belonging to five usability variables that are composed of efficiency of use, accuracy, meaningfulness, flexibility, and consistency. Each variable has two levels respectively that are responsiveness, minimal action, error prevention, error detection, error recovery, understandability, learnability, substitutivity, predictability, and familiarity in order. Twenty five participants volunteerly joined this research, and the results showed that Roku is superior to another two OTTs in most levels and variables. It implies that participants prefer to remote control, many channels, and personalized service during experiencing the service.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.164-175
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• 2022

The OTT (Over The Top) platform promotes itself as a distinctive competitive advantage in that it allows users to stay on the platform longer and visit more often through a Personalized Recommendation Service. In this study, the characteristics of the Personalized Recommendation Service are divided into three categories: recommendation accuracy, recommendation diversity, and recommendation novelty. Then proposed a research model which affects the usefulness of users to recognize recommendation services by each characteristics and leads to satisfaction of expectations. The result of conducting an online survey of 300 people in their 20s and 30s who subscribe Netflix shows that the perceived usefulness increased when the accuracy, variety, and novelty of Netflix's Recommendation Service were high. It was also confirmed that high perceived usefulness leads to satisfaction of expectations before and after Netflix use. The derived research results can confirm the importance of evaluating the personalized recommendation service in terms of user experience and provide implications for ways to improve the quality of recommendation services.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.13 no.5
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• pp.2544-2557
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• 2019

Adaptive bitrate streaming is a crucial element in the implementation of high-quality streaming of media content over the Internet. Dynamic adaptive streaming over HTTP (MPEG-DASH) has lately emerged as the de facto solution for over-the-top (OTT) video streaming services. In this paper, we perform macro-level analysis on a real-world MPEG-DASH-based Internet live broadcasting service to gain insight into its behavior throughout the end-to-end service-provision chain, from broadcasters to viewers. Based on this analysis, we propose methods to improve the quality-of-experience (QoE) of MPEG-DASH-based services, particularly with regard to reducing broadcasting delays between recording and viewing of videos, as well as synchronizing client terminals.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.181-203
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• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.467-475
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• 2020

As the growth rate of IPTV VOD usage increases it is necessary to analyze VOD usage patterns systematically. This study divides VOD users into free VOD and paid VOD users, then explores how VOD usage motivations, usage patterns, and demographic factors affect the differences between two groups. The results show that social motivation, VOD satisfaction, using content after the holdback expiration, an intention to pay for ad-skip, the proportion of VOD usage, a VOD give-up experience, TV usage time, and SVOD usage time, are statistically significant. Except the VOD satisfaction factor, all of the factors analyzed are more likely to expect paid VOD users. Additionally this study found paid VOD users are more likely to use a SVOD service as an alternative one compared with free VOD users.