Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea

Abstract

Over-the-top (OTT) video streaming service centered on Netflix has opened up a new era of broadcasting. The purpose of this study is to understand which characteristics influence local user selection of OTT services. This article compares the users' expectation, satisfaction, and dissatisfaction between Netflix and K-OTT (Korea-based OTT) services in South Korea. Using the Expectancy-value framework, the study conducted an online survey of 269 people with experience using OTT services. As a result, on average, respondents showed higher expectations and satisfaction with Netflix than K-OTT service. In addition, dissatisfaction was also higher in K-OTT service than Netflix, especially content dissatisfaction. Finally, when satisfaction with the perceived price of Netflix is higher than satisfaction with the perceived price of K-OTT services, it was confirmed that overall dissatisfaction with K-OTT services increases.