Abstract
Purpose: The purpose of this study is to analyze the right width, right overlap, and competitive advantage by applying the right analysis to identify competition among paltforms for video platform sports content users.BR Method: The data were obtained from 550 adults who had experience unsgi 6 types of video platform sports contents, and data were collected through Google onlineq uestionnaire. 516 responses were used for the final analysis, excluding 34 responses that were difficult to use as data, such as duplicate responses and insincere responses. Frequency analysis, descriptive statistics, independent samples t-test, paired samples t-test, one-way ANOVA, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and niche analysis were performed using the SPSS 25.0 statistical program. The significant level of hypothesis verification is set-up as α=.05.BR Results: First, as for the niche breadth of viewing motive among thei xs types of video platform sports content, the mobile user video-based platform showed relativel yhigh satisfaction as it had the widest resource utilization range. It was found that the range of resource utilization was widest. Second, it was found that the most intense competition between the mobile OTT-basedp latform and the fixed OTT-based platform was found for the niche overlap of viewing motivationa nd viewing behavior in the six types of video platform sports content. Third, the competitive superiority in viewing motivation and viewing behavior among the six types of video platform sports content was taht the mobile user video-based platform had an advantage in all factors compared to the mobile portal-based platform, the fixed user video-based platform, the fixed portal-based platform, the mobile OTT-based platform, and the fixed OTT-based platform showed different competitive superiority depending on factors.BR Conclusion: Mobile user video-based platforms have the widest range of rseource utilization and competition between mobile OTT-based and fixed OTT-based platform.s Mobile user video-based platforms have the upper hand in all aspects of user portal-based platform motivation.
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