• Journal of Advanced Technology Convergence
• /
• v.1 no.2
• /
• pp.37-48
• /
• 2022

This research is an empirical research of Chinese OTT Audiences on the effects of advertising model attributes on consumers' advertising perception, purchase intention, Flow and addiction. Recently, as the cosmetics market in China has grown, the role of advertising models has been highlighted, and shopping addiction caused by excessive Flow is becoming a social problem. Researchers set up a research model and tried to test which characteristics of the advertising model lead consumers to purchase, Flow and ultimately lead to addiction. Results are as follows. It was confirmed that advertisement model attributes such as recognition and attractiveness had a positive effect on viewers' advertising perception and attitude, and viewers' perceived usefulness had a positive effect on purchase intention and Flow. In addition, the purchase intention of the viewers had a positive effect on the addiction to cosmetics.

• The Journal of the Korea Contents Association
• /
• v.20 no.12
• /
• pp.123-135
• /
• 2020

This study examined how the quality of Netflix service affects user satisfaction and continuance intention. This study classified the quality of Netflix service as content diversity, rate system appropriateness, recommendation system, N-screen service, binge viewing, and service quality, and examined the effect of each dimension on user satisfaction and continuous intention. We conduced an online survey on 202 Netflix users and analyzed the data with the SEM. Results are as follows. First, content diversity, recommendation system, binge-viewing and service quality are positively associated with user satisfaction. Second, the N-Screen service has neither direct nor indirect effects on continuance intention. However, rate system has a direct effect on continuance intention. On the other hand, content diversity, recommendation systems, binge-viewing, and quality of service affect continuance intention positively through user satisfaction. Finally, it is shown that user satisfaction and continuance intention have a significant static correlation as predicted.

• The Journal of the Korea Contents Association
• /
• v.22 no.4
• /
• pp.182-189
• /
• 2022

As OTT services become popular worldwide, content IP expansion strategy has an important position in the platform media industry ecosystem where new content is constantly distributed. In particular, the method in which a successful narrative expands the elements constituting a specific world, that is, the Universe, is effective in reducing risk factors in content IP expansion and expanding content franchises. This study intends to examine how Marvel's cinematic Universe (MCU) is strategically performing content IP expansion while borrowing the multiverse concept and replicating and reproducing it by itself through narrative analysis of . As a result, the multiverse can reproduce an incomplete state by repeating the completed event, which can exist as another self-fulfilling content. At the same time, it can be an effective content IP expansion strategy in that each story can be produced because a single character can exist in multiple under the multiverse.

• Journal of Broadcast Engineering
• /
• v.24 no.6
• /
• pp.1013-1023
• /
• 2019

In content consumption environment with various live TV channels, VoD contents and web contents, recommendation service is now a necessity, not an option. Currently, various kinds of recommendation services are provided in the OTT service or the IPTV service, such as recommending popular contents or recommending related contents which similar to the content watched by the user. However, in the case of a content viewing environment through TV or IPTV which shares one TV and a TV set-top box, it is difficult to recommend proper content to a specific user because one or more usage histories are accumulated in one subscription information. To solve this problem, this paper interprets the concept of family as {user, time}, extends the existing recommendation relationship defined as {user, content} to {user, time, content} and proposes a method based on deep learning algorithm. Through the proposed method, we evaluate the recommendation performance qualitatively and quantitatively, and verify that our proposed model is improved in recommendation accuracy compared with the conventional method.

• Smart Media Journal
• /
• v.12 no.6
• /
• pp.27-34
• /
• 2023

As Netflix usage has increased due to the COVID-19 pandemic, users' experiences with the service have also increased. Therefore, this study aims to conduct topic modeling analysis based on Netflix review data to explore the changes in Netflix user experience and service before and after the COVID-19 pandemic. We collected Netflix app review data from the Google Play Store using the Google Play Scraper library, and used topic modeling to examine keyword differences between app reviews before and after the pandemic. The analysis revealed four main topics: Netflix app features, Netflix content, Netflix service usage, and Netflix overall reviews. After the pandemic, when user experience increased, users tended to use more diverse and detailed keywords in their reviews. By using Netflix review data to analyze users' opinions, this study shows the changes in user experience of Netflix services before and after the pandemic, which can be used as a guide to strengthen competitiveness in the competitive OTT market.

• International journal of advanced smart convergence
• /
• v.9 no.3
• /
• pp.78-84
• /
• 2020

Due to social distancing caused by COVID 19, music concerts have not been allowed at home and abroad, and it is not known when overseas concerts will be able to resume unless the pandemics calm down, even if they are available. Meanwhile, people consume much more content through online services such as Netflix and YouTube than before. Under these circumstances, the music industry expects the virtual livestreamed performance to restore sluggish live performances again and bring about a digital renaissance. It also leads to the issue of reestablishing a copyright system regarding a livestreamed performance and of preparing a new rate of royalty standards for the use of works in OTT. In addition, a multi-territorial licensing of r ights in musical works is necessary to resolve copyright issues efficiently by applying the same term s to all countries from where the audience comes. In this paper, I examine the legal nature and the decision of copyright fees of performances as an integral part of the music industry.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2021.05a
• /
• pp.301-302
• /
• 2021

After the Korona 19, "social distancing" was implemented, existing "pop culture" or entertainment programs were unable to communicate in both directions and declined. Since then, "Untact content" has shown its potential to grow due to untouch performances such as BTS' "Bangbangcon" and the rapid growth of Netflix, a global OTT (online video service). In addition, most of the global and Untact content is online and digital, which means a huge amount of big data will be poured out. Therefore, analyzing the big data poured out during the distribution of untact content will help us identify consumers' needs, and the growth expectations will also be high. Therefore, we would like to explore the research cases that have been conducted in existing studies regarding the subject of the study and analyze how big data can affect the distribution of content in the Untact era.

• The Journal of the Korea Contents Association
• /
• v.20 no.8
• /
• pp.375-385
• /
• 2020

This paper attempts to understand the reality of Netflix on the Korean film distribution market environment, and to verify the possibility of developing domestic content centered on independent films in the OTT market, led by Netflix. The research significance of finding the way for Korean diverse films and independent films that cannot be provided with investment and distribution opportunities in various Korean Wave contents will be studied, and the characteristics of Netflix in the Korean film market will be explored. Netflix disseminates Korean contents such as Korean movies and Korean dramas, contributes to the spread of the Korean Wave, and is re-adjusting the paradigm of the distribution market, raising issues that cause a virtuous cycle of profits, controversy over net usage fees, and flooding of Hollywood movies. Considering the nature of intercultural exchange, the interaction between independent film content, Netflix platform, audience, and global market will expand interactive communication opportunities. In other words, just as Netflix uses the Korean media market to make profits, Korea should also use Netflix to try to expand the global market of Korean film contents (K-Film)and maintain a cultural and economic reciprocal attitude.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.5
• /
• pp.821-830
• /
• 2023

The advancement of Internet network technology has triggered the emergence of new OTT video content platforms, increasing demand for content and altering consumption patterns. This trend is bringing positive changes to the South Korean animation industry, where diverse and high-quality animation content is becoming increasingly important. As investment in technology grows, video production technology continues to advance. Specifically, 3D animation and VFX production technologies are enabling effects that were previously unthinkable, offering detailed and realistic graphics. The Fourth Industrial Revolution is providing new opportunities for this technological growth. The rise of Artificial Intelligence (AI) is automating repetitive tasks, thereby enhancing production efficiency and enabling innovations that go beyond traditional production methods. Cutting-edge technologies like 3D animation and VFX are being continually researched and are expected to be more actively integrated into the production process. Digital technology is also expanding the creative horizons for artists. The future of AI and advanced technologies holds boundless potential, and there is growing anticipation for how these will elevate the video content industry to new heights.

• Industry Promotion Research
• /
• v.6 no.4
• /
• pp.11-21
• /
• 2021

This study tried to analyze the factors of corporate growth potential of CJ E&M, a representative company in the content industry. First, in order to analyze CJ E&M's growth Engine, Michael Porter's diamond model was used to review key factors, and then, based on the 4P model, directions for future corporate growth were suggested. As a Result, Factors behind corporate growth included "Media content of various genres" and "recruitment of star-class human resources", in terms of Production Conditions, and "Gratification Chinese market demand" in terms of Demand Conditions. In addition, "Korean wave industry aiming at K-Culture" in terms of Related Industry and "Two track strategy: global·glocal strategy" and "Media commerce strategy" in terms of business environment: strategy, structure, and competition was able to analyze. For the direction of development, there are "various products through collaboration of affiliated companies" in terms of Product and "TVING Benchmarked Netflix" in terms of Price. In addition, "global expansion through OTT platform TVING" in terms of place and "challenge marketing utilizing the Tiktok platform" in terms of promotion must be carried out.