• 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.

• 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.

• 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.

• Journal of Service Research and Studies
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• v.12 no.4
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• pp.30-49
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• 2022

Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.

• 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 Broadcast Engineering
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• v.26 no.5
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• pp.583-591
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• 2021

This paper explores variables that influence the prediction of OTT service experience and free(AVOD)/ paid(SVOD) service use. Research results showed that five variables such as gender, age, personal income, household composition, and e-commerce use experience had a significant impact on identifying OTT service experience and whether to use free or paid services. Also, it was found that the probability of using SVOD increases as they prefer news and drama genres and use OTT services for more time. In summary, those who are relatively young, have a high personal income, and are more adapted to digital environments such as e-commerce are more likely to use SVOD.

• 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.

• 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.

• 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.

• 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.