International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on the Corporate Management Strategy of OTT Service: Focusing on Coupang Play

  • Jae Hyun, Cho (Department of Business Administration, Mokpo National University) ;
  • Min Jung, Kang (Department of Business Administration, Mokpo National University)
  • Received : 2023.01.06
  • Accepted : 2023.01.12
  • Published : 2023.02.28
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Abstract

In a recent study, the phenomena of attention being drawn to the media business, particularly over-the-top (OTT) services, was the focus. Particularly, after the Squid Game was broadcast in September 2021, the total number of Netflix users had topped 213.6 million since the company first entered the domestic market. Domestic companies have also introduced OTT services like 'Wave', 'Tving', and 'Watcha Play' to capitalize on this market trend. However, questions persist about how Korea's native OTT providers, both large and small, are being harmed by Netflix's strong financial position and massive content quantity. In order to offer realistic performance metrics, we analyze Coupang Play among domestic OTT service providers after reviewing the business model and management strategy of representative OTT service firms.

Keywords

Acknowledgement

This study was restated based on Jae Hyun Cho's bachelor's thesis (2023).

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