Based on the Home Market Model, which is a model that explaining media trade between countries, this study confirmed how the properties of content, the industrial size of countries, and cultural differences between countries affect the domestic OTT success.
As the dependent variables, the OTT bo...
Based on the Home Market Model, which is a model that explaining media trade between countries, this study confirmed how the properties of content, the industrial size of countries, and cultural differences between countries affect the domestic OTT success.
As the dependent variables, the OTT box office ranking and number of views were used, and the movies released date, box office revenues, per capita GDP, and cultural distance between countries were used as variables, and Netflix, Korean movies, and genres used as dummy variables.
First of all, Multiple regression analysis shows that the size of the national media industry affects the success of OTT. Secondly, OTT success can vary depending on the cultural distance between countries. Thirdly, box office revenues and movie release date had an effect, but this influence was weak. In addition, it was found that the same movies registered on Netflix, the lower the Domestic OTT ranking and number of views. This proved that content competition between platforms is essential for OTT success. Furthermore, by discovering the influence of Korean films, it was found that t he competitiveness of Korean content are appearing in OTT.
As a result, this study contributes that it is a detailed study on the success of OTT that has not been much dealt with empirically yet. In practice, it can be used as basic study to know how the box office of OTT changes.
Based on the Home Market Model, which is a model that explaining media trade between countries, this study confirmed how the properties of content, the industrial size of countries, and cultural differences between countries affect the domestic OTT success.
As the dependent variables, the OTT box office ranking and number of views were used, and the movies released date, box office revenues, per capita GDP, and cultural distance between countries were used as variables, and Netflix, Korean movies, and genres used as dummy variables.
First of all, Multiple regression analysis shows that the size of the national media industry affects the success of OTT. Secondly, OTT success can vary depending on the cultural distance between countries. Thirdly, box office revenues and movie release date had an effect, but this influence was weak. In addition, it was found that the same movies registered on Netflix, the lower the Domestic OTT ranking and number of views. This proved that content competition between platforms is essential for OTT success. Furthermore, by discovering the influence of Korean films, it was found that t he competitiveness of Korean content are appearing in OTT.
As a result, this study contributes that it is a detailed study on the success of OTT that has not been much dealt with empirically yet. In practice, it can be used as basic study to know how the box office of OTT changes.
주제어
#OTT Home market model Neflix film market media contents
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