Abstract
This study determined elements of domestic OTT service providers’ success and considered a strategy utilizing them. For this purpose, the study classified domestic OTT service providers by type and considered business strategies and their directions to select sustainable success strategies. In particular, this study focused on comparing video distribution-centered media service providers and IP-centered media service providers. This study attempted to compare business models and success strategies to establish an optimal procedure. As a result of this study, first, as a platform to maximize subscribers, it is necessary to lock-in platform subscribers and improve MAU. Second, IP diversification strategies are required to secure new markets and increase profits through platform entry for companies that can secure IP and produce independent contents. Lastly, it was found that it was necessary to prepare a model for linking other industries to create synergy with other businesses by using contents. This study is meaningful in that it provides basic data for decision-making to domestic OTT and related businesses.
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