Abstract
ABSTRACT With the influence of the COVID-19 pandemic, Over-the-Top (OTT) services have gained considerable prominence in the traditional media market, generating increased interest in this domain. However, limited research has been conducted thus far on analysing consumer behaviour within the context of OTT service company business models. Then, this study aims to analyse the Korean over-the-top (OTT) services demand market with the G-K model, considering cost and time constraints. This study differentiate OTT services into two categories: advertisement video on demand (AVOD) and subscription video on demand (SVOD). Subsequently, an analysis of consumer demand is conducted based on each model. The results of the analysis reveal distinct behavioural patterns among users who engage with SVOD and AVOD services. Additionally, it was observed that SVOD consumers exhibit a greater inclination towards substituting their consumption patterns when opportunities for other leisure activities increase, as compared to AVOD consumers.
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