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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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- 학술대회자료
- 저자정보
- 발행연도
- 2021.6
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- 69 - 72 (4page)
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Over-the-top (OTT) services, such as online video streaming services, have gained global popularity in the past few years. In fact, the global OTT market has grown to about $38.2 billion as of 2018 (PwC, 2020). The utilization rate of domestic OTT services also increased by 36.1% in 2017, 42.7% in 2018, and 52% in 2019 (KCC, 2020). Internet technologies have increasingly expanded in the past two decades, and technological evolution has led to the development of OTT platforms as new media (Bondad-Brown et al., 2012). Because anyone can watch online video content anywhere, anytime, and on any device, OTT services have increasingly developed and attracted many consumers (Moyler and Hooper, 2009). As computer technology advances, viewing behavior has evolved from digital viewing to online viewing (Bury, 2005). The diffusion of the Internet and mobile devices have had multiple effects on traditional media, and consumers’ media usage patterns have consequently changed (Bondad-Brown et al., 2012).
However, when discussing the development of the media, not only technological development but also changes in the social environment, should be considered. For example, the COVID-19 pandemic started in early February 2020 in Korea, and everyone had to stay at home with increased spare time. As a result, many people became engaged with content on traditional television and online video streaming services. Actually, the outbreak of the COVID-19 pandemic led to a surge in OTT platform subscriptions. For example, Wavve subscriptions in Korea increased by 64.2% from the previous year (Park, 2020). Netflix had 25.8 million new subscribers in the first half of 2019 and 27.8 million in the first half of 2020. For that reason, it is assumed that this background was influenced by the COVID-19 outbreak in 2020. Also, PwC (2020) tells us that SVOD sales after 2020 will be ahead of theater sales and are expected to have double the revenues of box office sales by 2024.
Most studies support various factors that affect the use of OTT services; however, no research has analyzed the increase in viewing on OTT services during COVID-19. Especially, as Korea has a high penetration of video and broadband, it is an important test market for the research of OTT services. Since Korea has been considered to have growth potential in the IT industry, studying their OTT services can be an important reference for further OTT services research (Kim et al., 2017).
The purpose of this study was to investigate the relationship among lifestyle, entertainment preferences, and the usage of OTT services, especially, in light of the COVID-19 pandemic in Korea. Therefore, using lifestyle, entertainment preference, and media use as the predictors, this study conducted three hierarchical regression analysis to explore OTT usage before and after the COVID-19 outbreak and continued usage intention. As results, first, finding shows that gender, education level, PC use, mobile device use, video streaming service use, and preference for movies affect current daily OTT usage. Namely, the higher the use of mobile devices and video streaming services, the higher the current daily OTT usage. And, the lower the PC use, the higher is the daily OTT usage. The results also showed that OTT services attract people who prefer movies among broadcasting genres. Second, the findings indicate that those with a high preference for watching sports games and the performing arts increased the use of OTT from 2019 to 2020. The hierarchical regression analysis indicated that those with a high preference for watching sports games and the performing arts increased the use of OTT from 2019 to 2020, while those with a high preference for reading decreased. it can be seen that OTT services attract people who prefer watching sports games and the performing arts. However, lifestyle factors had no significant effect on the difference of OTT usage from 2019 to 2020.
Finally, some lifestyle elements, favorite program type, and entertainment preference factors had a significant effect on the intention to continue using OTT. In lifestyle, fashion and trend orientation and social activity orientation are positively associated with intention to continue using OTT. In favorite program types, foreign films, foreign dramas, and documentaries are positively associated, but foreign entertainment programs are negatively associated. The higher the fashion and trend orientation and social activity orientation, the higher the intention to continue to use OTT. Moreover, high preferences for foreign films, foreign dramas, and documentaries increased the level of intention.
The value of this study is in the empirical demonstration of the differences between OTT usage before and after the COVID-19 outbreak and time spent on entertainment before and after the COVID-19 outbreak. Moreover, a major contribution of this study is that it investigated OTT usage using lifestyle and entertainment preferences as predictors. Furthermore, the results identified some lifestyle factors, favorite program type, and entertainment preferences had a significant effect. It suggests that various individual characteristics, such as lifestyle and entertainment preferences, affect the use of OTT. Also, this study suggested that OTT services companies should pay attention to these user characteristics.
Nevertheless, there are some limitations in this study. First, this study only considered about 300 samples in Korea. Thus, this result may not be generalized to other countries. In addition, this study only limited the OTT platform providing SVOD, and this study only considered five platforms served in Korea. Because there are various types of OTT providing SVOD, TVOD, and other video streaming services such as YouTube and Hulu, more research on various types of OTT services is needed. Also, the study focused on individuals; further research focusing on a country or group perspective is needed. Finally, it is so difficult to predict OTT use in the COVID-19 era because the situation varies from country to country. Therefore, it is necessary to conduct further research to suit each country’s situation.
However, when discussing the development of the media, not only technological development but also changes in the social environment, should be considered. For example, the COVID-19 pandemic started in early February 2020 in Korea, and everyone had to stay at home with increased spare time. As a result, many people became engaged with content on traditional television and online video streaming services. Actually, the outbreak of the COVID-19 pandemic led to a surge in OTT platform subscriptions. For example, Wavve subscriptions in Korea increased by 64.2% from the previous year (Park, 2020). Netflix had 25.8 million new subscribers in the first half of 2019 and 27.8 million in the first half of 2020. For that reason, it is assumed that this background was influenced by the COVID-19 outbreak in 2020. Also, PwC (2020) tells us that SVOD sales after 2020 will be ahead of theater sales and are expected to have double the revenues of box office sales by 2024.
Most studies support various factors that affect the use of OTT services; however, no research has analyzed the increase in viewing on OTT services during COVID-19. Especially, as Korea has a high penetration of video and broadband, it is an important test market for the research of OTT services. Since Korea has been considered to have growth potential in the IT industry, studying their OTT services can be an important reference for further OTT services research (Kim et al., 2017).
The purpose of this study was to investigate the relationship among lifestyle, entertainment preferences, and the usage of OTT services, especially, in light of the COVID-19 pandemic in Korea. Therefore, using lifestyle, entertainment preference, and media use as the predictors, this study conducted three hierarchical regression analysis to explore OTT usage before and after the COVID-19 outbreak and continued usage intention. As results, first, finding shows that gender, education level, PC use, mobile device use, video streaming service use, and preference for movies affect current daily OTT usage. Namely, the higher the use of mobile devices and video streaming services, the higher the current daily OTT usage. And, the lower the PC use, the higher is the daily OTT usage. The results also showed that OTT services attract people who prefer movies among broadcasting genres. Second, the findings indicate that those with a high preference for watching sports games and the performing arts increased the use of OTT from 2019 to 2020. The hierarchical regression analysis indicated that those with a high preference for watching sports games and the performing arts increased the use of OTT from 2019 to 2020, while those with a high preference for reading decreased. it can be seen that OTT services attract people who prefer watching sports games and the performing arts. However, lifestyle factors had no significant effect on the difference of OTT usage from 2019 to 2020.
Finally, some lifestyle elements, favorite program type, and entertainment preference factors had a significant effect on the intention to continue using OTT. In lifestyle, fashion and trend orientation and social activity orientation are positively associated with intention to continue using OTT. In favorite program types, foreign films, foreign dramas, and documentaries are positively associated, but foreign entertainment programs are negatively associated. The higher the fashion and trend orientation and social activity orientation, the higher the intention to continue to use OTT. Moreover, high preferences for foreign films, foreign dramas, and documentaries increased the level of intention.
The value of this study is in the empirical demonstration of the differences between OTT usage before and after the COVID-19 outbreak and time spent on entertainment before and after the COVID-19 outbreak. Moreover, a major contribution of this study is that it investigated OTT usage using lifestyle and entertainment preferences as predictors. Furthermore, the results identified some lifestyle factors, favorite program type, and entertainment preferences had a significant effect. It suggests that various individual characteristics, such as lifestyle and entertainment preferences, affect the use of OTT. Also, this study suggested that OTT services companies should pay attention to these user characteristics.
Nevertheless, there are some limitations in this study. First, this study only considered about 300 samples in Korea. Thus, this result may not be generalized to other countries. In addition, this study only limited the OTT platform providing SVOD, and this study only considered five platforms served in Korea. Because there are various types of OTT providing SVOD, TVOD, and other video streaming services such as YouTube and Hulu, more research on various types of OTT services is needed. Also, the study focused on individuals; further research focusing on a country or group perspective is needed. Finally, it is so difficult to predict OTT use in the COVID-19 era because the situation varies from country to country. Therefore, it is necessary to conduct further research to suit each country’s situation.
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