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Movie characteristics as determinants of download-to-own performance in the Korean video-on-demand market

Authors
Jang, MoonkyoungBaek, HyunmiKim, Seongcheol
Issue Date
8월-2021
Publisher
ELSEVIER SCI LTD
Keywords
Download-to-own (DTO) VOD; Internet protocol television (IPTV); Over-the-top (OTT); Pay-per-view (PPV) VOD; Transactional video-on-demand (TVOD); Video-on-demand (VOD)
Citation
TELECOMMUNICATIONS POLICY, v.45, no.7
Indexed
SCIE
SSCI
SCOPUS
Journal Title
TELECOMMUNICATIONS POLICY
Volume
45
Number
7
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/136898
DOI
10.1016/j.telpol.2021.102140
ISSN
0308-5961
Abstract
The global video-on-demand (VOD) market is experiencing drastic change due to the rise of over-the-top (OTT) services such as Netflix and YouTube. Traditional Pay TV service providers such as internet protocol television (IPTV) operators and cable TV providers are making efforts to cope with such changes. One of the ways for such providers to remain competitive is to use the proper service models of VODs and the download-to-own (DTO) model can be a very attractive service model for IPTV operators. While many previous studies have examined VOD success, there is a lack of research on the factors that influence VOD success for the DTO model. Thus, this study examined the characteristics of movie VODs as the determinants of DTO performance in the Korean VOD market by analyzing 433 movies offered in 2017 and 2018 via SK Broadband VOD platforms, a major IPTV operator in Korea. The results indicate that G-rated movies, sequel movies, movies with fandom, and those with popular original soundtrack (OST) are likely to have higher sales via a DTO model than other movies. This study provides practical implications for Pay TV service providers, VOD platforms, movie producers, and governments.
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미디어학부 (미디어학부)
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