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Abstract ▼ AI-Helper

IPTV was expected to facilitate competition in the pay TV market, but so far has not been so successful in Korea. This paper empirically investigates the determinants of pay-TV choice and tries to provide some implications for the current issues in the pay-TV market. Price, number of channels, re-tr...

IPTV was expected to facilitate competition in the pay TV market, but so far has not been so successful in Korea. This paper empirically investigates the determinants of pay-TV choice and tries to provide some implications for the current issues in the pay-TV market. Price, number of channels, re-transmission of terrestrial TV, availability of VOD and interactive services, and brand are chosen as the possible factors and a mixed logit demand model is estimated by using a conjoint survey. Estimation results show that the reception of terrestrial TV is an important factor for pay-TV choice, which implies that the existence of terrestrial TV programs contributes to people’s subscription for pay TV. Interactive services, including VOD, also turn out to be an important determinant for pay-TV subscription. Marginal willingness to pay for terrestrial TV and interactive service are calculated 6,813 won and 2,159 won, respectively. The paper also performs simulations to estimate the impact of each attribute of pay TV on the market shares of pay TV platforms.

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