• Title, Summary, Keyword: OTT

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A Study on OTT Content's Characteristics: Focusing on User Characteristics and Place of Use (OTT를 통해 제공되는 콘텐츠 특성에 관한 연구 -이용자 특성과 이용 장소를 중심으로-)

  • Ham, Min Jeong;Shin, Yoo Jin;Lee, Sang Woo
    • 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.

Rethinking OTT regulation based on the global OTT market trends and regulation cases (OTT 서비스의 유형과 주요국의 규제 정책에 대한 고찰)

  • Kim, Suwon;Kim, Daewon
    • Journal of Internet Computing and Services
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    • v.20 no.6
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    • pp.143-156
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    • 2019
  • Discussion on OTT regulation has become fiercer, as OTT services' impacts on the global and domestic media market have been exponentially growing. In South Korea, it is argued that, on the basis of the similarity between television program and OTT's video content, OTT needs to be regulated in order to protect fair competition and to control sociocultural effects. In many of the discussions, developed countries' cases have been used for supporting OTT regulation. In this paper, we first analyzed the global OTT market trends based on our own categorization of OTT services. then we assessed the validity of the application of the foreign cases in the current OTT regulation debates in Korea. We proposed six OTT types (aggregation, mediation, mediation-aggregation, multi-screen, outlet, and outlet-linear) simultaneously considering service operator' origin, business model, content format, and content delivery. These services have been consistently evolving, and the OTT market has been increasingly competitive especially around content differentiation. Regulators must be wary of hastily introducing competition regulation to the dynamically innovating OTT market. The foreign cases, including the US, EU, the UK, and Japan, hardly seem to be appropriate bases for strengthening OTT regulation. Rather, they were focused more on promoting competition in the domestic media market and enriching the content ecosystem. Therefore, we need to consider revision of the outdated media regulation frameworks instead of fitting OTT under them, and to recognize the priority of securing practical jurisdiction on global service providers before capturing local players into the conventional regulation systems.

A Study on the Factors Affecting the Willingness to Pay for OTT Service Users (OTT서비스이용자의 유료지불의사에 영향을 미치는 요인에 관한 연구)

  • Han, Emily;Kim, Chan-Won;Lee, Min-Kyu
    • Journal of Digital Convergence
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    • v.18 no.5
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    • pp.105-114
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    • 2020
  • This study explored the factors affecting the willingness to pay of OTT service users. The main results are as follows. First, the perceived usefulness of OTT service users has a positive effect on use satisfaction. Second, perceived playfulness of OTT service users has a positive effect on use satisfaction. Third, the perceived cost of OTT service users has a positive effect on use satisfaction. Fourth, the perceived usefulness of OTT service users has a positive effect on willingness to pay. Fifth, use satisfaction with OTT service has a positive effect on willingness to pay. In summary, the perceived usefulness, perceived playfulness, and perceived cost of OTT service users increase the satisfaction of use, and the perceived usefulness and satisfaction are the key factors for predicting the willingness to pay. This will be meaningful in that it has revealed a path to predict and explain the intention of paid users of OTT service users.

Relationship Between Terrestrial Broadcasting Services Viewing and OTT VOD Usage (지상파 방송 실시간 시청과 OTT VOD 이용 간의 관계)

  • Cho, Suk-Hyun;Lee, Hyun-Ji
    • 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.

Examining Factors Affecting the Binge-Watching Behaviors of OTT Services (OTT(Over-the-Top) 서비스의 몰아보기 시청행위 영향 요인 탐색)

  • Hwang, Kyung-Ho;Kim, Kyung-Ae
    • Journal of the Korea Convergence Society
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    • v.11 no.3
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    • pp.181-186
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    • 2020
  • The purpose of this study is to empirically examine the factors affecting the binge-watching behaviors of OTT service users by using a multi-layer perceptron (MLP) artificial neural network. All samples (n=1,000) were collected from 'A survey on user awareness in OTT service' published by a Media Research Center of the Korea Press Foundation in 2018. Our research model includes one dependent variable which is binge-watching behaviors on OTT service and five independent variables such as gender, age, frequency of service usage, users' satisfaction with content recommendation algorithm, and content types mainly consumed. Our findings demonstrate that age, frequency of service usage, users' satisfaction with content recommendation algorithms, and certain types of contents (e.g., Korean dramas, Korean films, and foreign dramas) were found to be highly related to binge-watching behavior on OTT services.

A Study on User Experience of OTT Service -Focused on Netflix, Watcha and Wavve- (국내외 OTT서비스의 사용자 경험 연구 -넷플릭스와 왓챠, 웨이브를 중심으로-)

  • Choi, Hye-Sun;Kim, Seung-In
    • 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.

A Study on the Displacement of Mobile OTT Video Services on Home TV (모바일 OTT 동영상 서비스 이용이 홈 TV 시청에 미치는 영향에 관한 연구)

  • Kim, Joohyeon
    • The Journal of the Korea Contents Association
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    • v.18 no.8
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    • pp.434-445
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    • 2018
  • This study examined whether mobile OTT video service substitutes home TV by using 3 screen data of Nielson-KoreanClick. According to the 2SLS estimation results, when the time spent on mobile OTT video service increased by 1% p, the time spent watching home TV decreased by 12.4%. The results also showed that 1%p increase in the time spent using YouTube app and the mobile OTT video services provided by telecommunication company(Oksusu, Alleh TV, VideoPortal) reduced the time spent on watching terrestrial channels on TV by 16.2% and 23.9%, respectively. The displacement of mobile OTT video service on home TV will be accelerated in the near future. In order to resolve the issue of regulatory unfairness with pay TV services and to safeguard viewer's interests, discussions to establish regulation for OTT video services should be taken place more quickly.

A Novel D2D Communication Scheme for Location-Based OTT Service in Cellular Networks (셀룰러 통신망에서 위치기반 OTT 서비스 지원을 위한 D2D 통신 방안)

  • Han, Kyeong-Il;Min, Sang-Won
    • 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.

A Study on the Factors Influencing Continuous Intention to Use of OTT Service Users: Focused on the Extension of Technology Acceptance Model (OTT서비스 이용자의 지속사용의도 영향 요인에 관한 연구: 기술수용모델의 확장을 중심으로)

  • Lee, Min-Kyu;Kim, Won-Je;Song, Min-Ho
    • Journal of Digital Convergence
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    • v.17 no.11
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    • pp.537-546
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    • 2019
  • This study verified the factors influencing continuous intention to use of OTT service users through technology acceptance model and extension. For this purpose, the main results were derived through correlation analysis and path analysis using SPSS 21.0 program and AMOS 21.0 program. The summary is as follows. First, perceived ease of use was found to have a statistically significant positive effect on perceived usefulness. Second, perceived ease of use did not have a statistically significant effect on continuous intention to use. Third, the perceived usefulness has a statistically significant positive effect on continuous intention to use. Fourth, perceived innovativeness has a statistically significant positive effect on perceived ease of use. Fifth, perceived innovativeness has a statistically significant positive effect on continuous intention to use. Sixth, perceived playfulness has a statistically significant positive effect on continuous intention to use. The above results will be meaningful in that it has revealed a path to understand the extension of the technology acceptance model of OTT services and acceptance of OTT services.

Exploring Television Viewing Experience through OTT Service (OTT 서비스와 시청 경험에 대한 탐색적 연구 : 티빙(tving)을 중심으로)

  • Choi, Sun Young
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • pp.591-594
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    • 2013
  • This study examines how OTT service changes the television viewing experience, what are the underlying dimensions that difference of viewing behavior and experiences between OTT service and old television media. The result showed the characteristic of viewing experiences through OTT service that social viewing, channel zapping by sharing information, multi viewing, de-contextualized viewing space. Specifically, television as a family media turned into a personalized media, social viewing generalized so called 'lean forward' with each other using texts and images at the same time. In particular, information on the content and appraisal shared with each other on SNS in real time.

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