Over-the-top Service Research Articles

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

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.

THE CONSEQUENCE OF MOVIE THEATRE CLOSURES IN THE MIDST OF THE PANDEMIC

Purpose: Subscribing to OTT (Over The Top) platforms and reading fictional or non-fictional books were two of the entertainment options examined in this study. Design/Research Methodology/approach: A total of 351 college graduate students participated in the study, which was performed in Mumbai. We employed regression, ANOVA, independent t test, and mean test. Findings: According to the findings, movie theatres posed as a stumbling block in the way of more OTT platform subscriptions. However, it did not encourage college graduates to read more fiction and nonfiction. Research Implications: OTT services have yet to reach folks who do not attend movies in theatres. OTT platforms may use offline advertising methods such as promotion events in malls or on motorways during this time. Furthermore, OTT platforms have yet to offer ethnically cultural programmes that may appeal to a college graduate of this type. Scope for future work / Research limitations: Only graduate students and a specified age range are included in the study. It is held in a city setting. Among the many options for amusement, the study chose only two. In the future, the study could be expanded by introducing more entertainment options. A post-pandemic investigation could yield a different conclusion. Originality/value: According to a survey of the literature, no research have looked at whether youths have stopped going to the movies. As a result, this research will assist determine whether youths are more likely to migrate to OTT platforms and forego movie theatre trips completely. Key Words: Fictional-non-fictional books, theatre, OTT Platform Paper type: Research paper

Problematika Prinsip Net Neutrality Berkenaan Layanan Jasa Netfix Pada Regulasi Nasional Indonesia

This study Examined  the need for strict implementation of regulations, especially on Netflix's as Over The Top (OTT) service, as an Information Technology service run by telecommunication service actors with content in the form of data, information or multimedia that runs through the internet network, services delivered are through the network. , the operator's infrastructure, but without any cooperation with operators or the government in Indonesia. The presence of Netflix in Indonesia can be likened to a merchant who sells at home without asking the owner's permission, and that is an example of bussiness unethical action. Netflix does not respect the sovereignty of the state by not taking care of permits, and there is no protection for the user community. Regulations related to OTT services such as Netflix have not been explicitly regulated in the existing laws in Indonesia, only broadly regulated in regulations on Telecommunications. The research was conducted using a normative juridical methodology with a qualitative approach. The results showed that there was a legal vacuum in Indonesian regulations regarding Net Neutrality which caused problems with OTT services such as Netflix. The conclusion i n this regard, the government should immediately issue regulations related to OTT services such as Netflix to ensure legal certainty and justice for parties in carrying out business, especially in the field of telecommunications, in accordance with Indonesia's commitments in the international world and Indonesian citizen’s right. Keywords: Net Neutrality, Netflix, Broadcasting, Regulation

Over-The-Top (OTT) Media Application using Flutter

An Over-The-Top (OTT) Media is a streaming media service offered directly to the viewers through internet. The OTT service providers provides the program types like news, movies, daily soaps, web shows as well as cable TV. Nowadays, the businesses all over the world are offering an unbelievable amount of variety in media content and the traditional way of broadcasting on cable TV cannot efficiently represent or contain the wide range of media content. Considering these problems, we are making an OTT application for Next Screen Productions. So, they can produce their media content on internet through this application. We will be using Flutter, which is an open-source User Interface (UI) toolkit and Dart Programming Language which are created by Google. For storage of data, we are using Firebase. For recommendation of content, recommendation algorithms will be used.

Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India

PurposeThe introduction of Over-the-Top (OTT) video streaming services through national and international providers like Netflix, Amazon Prime, etc. has changed consumer behaviour towards entertainment subscription. The study aims to identify the reasons for subscribing and not subscribing to OTT services. The main objective is to test the factors affecting consumers' OTT subscription decisions. Design/methodology/approachOne hundred and sixty-eight responses were collected through snowball sampling technique and three hundred responses through Mturk. Consumers are categorized into three groups having only cable/DTH services, only OTT, and having both cable & OTT. The study adopted a cross-sectional descriptive approach. FindingsFourteen reasons for subscribing and eleven reasons for not subscribing were identified and reported. Five factors, i.e., content, convenience, features, price & quality were extracted using Exploratory Factor Analysis. The effect of these five factors along with demographics of age, education, occupation is tested on subscription decisions using a logistic regression analysis. All the five factors affected consumer's decisions along with price inversely. Household structure was the major influencer along with age, occupation, and education. Originality/valueThe study not only comprehensively attempted to identify the reasons for subscribing and not subscribing OTT services, but also identified five major factors and their effect on consumers’ online subscription preferences. The context of the study is the Indian OTT service market which is highly heterogenous and therefore, this descriptive research provides useful insights to the OTT streaming service providers operating in this competitive space.

Effective Strategies for Contents Recommendation Based on Psychological Ownership of over the Top Services in Cyberspace

With the advanced development of IT, people are spending an increasing amount of time in the cyberspace and perceive psychological ownership of intangible objects (e.g., e-books, avatars, online movie streaming services), which they come to regard as “theirs”. This study focuses on users’ psychological ownership of OTT (over the top) services, which have recently received much attention, and investigates how service providers can present recommendation information more effectively when recommending content to users. This study, based on psychological ownership theory, specifically attempts to verify which method of recommending information is effective in correlation to the level of psychological ownership that a user feels about an online service. Additionally, this study presents this effect in terms of psychological distance, which we argue is the underlying mechanism of psychological ownership. Watcha, one of South Korea’s OTT services, was employed as the experimental subject in this study, and a scenario-based test was conducted. In conclusion, this study found that for users with high psychological ownership of online services, a recommendation information message based on objective and concrete information about a movie was more effective, whereas for users with low psychological ownership, abstractly expressed messages were more effective. Furthermore, by applying a moderated mediation model, this study confirmed that psychological distance mediated the results stated above.

Over-the-top bundled services in the Korean broadcasting and telecommunications market: Consumer preference analysis using a mixed logit model

Platform service providers in Korea and worldwide have launched over-the-top (OTT) bundled services, which increase market competitiveness. Forecasting the market expansion strategies of these providers can thus shed light on their future actions and influence government policies. In this context, this is the first study to analyze consumer preferences for bundled pay-TV and OTT services. However, due to a lack of market data availability, we conducted a discrete choice experiment and analyzed the marginal utilities of attributes using a mixed logit model. The results demonstrate that consumers expect an additional discount for pay-TV services when bundled with OTT services and that the more bundled services they currently use, the less sensitive they are to the discount rate. Furthermore, we found that OTT and TV broadcasting services have a complementary, rather than a substitute, relationship. Finally, according to a simulation analysis for the Korean broadcasting market, bundling OTT services to expand the market share of pay-TV service providers was largely ineffective.

OTT (Over-the-Top) 서비스와 양면시장 플랫폼 비즈니스 전략 연구

OTT (Over-the-Top) 서비스와 양면시장 플랫폼 비즈니스 전략 연구

A Business Processes Model for the Integration of Over-The-Top Platforms in Communications Service Providers Operations

The problem between Over-the-Top (OTT) and Communications Service Provider (CSP), namely for multimedia streaming services, is not new and has been a topic much discussed in the TM Forum. At time of writing, a technical solution that would benefit both parties has not yet been presented. With the existing model (no operational integration), both OTTs and CSPs are dissatisfied. This paper proposes a technical solution that can be beneficial to both parties and can potentially solve the existing conflicts. The solution presents the high-level design of Business Processes to integrate OTT Service Platforms in CSP Operations. Some hypothetical, but close to reality scenarios were defined in order to show how the model could be applied. The design of the model incorporates information and suggestions collected from Portuguese CSPs. To evaluate the accuracy of the design methodology, a set of interviews were conducted with industry experts in the sector, who evaluated each process model of the solution. A set of surveys from end users of those types of services was also conducted, in order to understand their opinions about the ideas used for the construction of the model.

Comparison of the Regulations on Communication Privacy between EU and Japan: Toward Reinforcement of Japan’s Communication Privacy

This article examines the legal scope of communication privacy in the telecommunication services and territorial application in Japan and the EU. Both face similar regulatory challenges regarding how to ensure a level playing field between incumbent services and emerging ones, and how to protect communication privacy in Over-The-Top (OTT) services. A difference between Japan’s and the EU’s current legislation is that Japan’s regulatory framework has the issue of extraterritorial application, whereas the issue in the EU is the scope of regulatory services and territory. The EU has proposed a revision of law to address the issue, whereas Japan has not taken any measures, despite an increase in the number of people using OTT services and accompanying demand for ensuring protection of online privacy. A possible remedy for the Japanese statute is to add services originating from foreign companies to a regulatory category in Japan’s already existing Telecommunication Business Act which requires operators to comply with communication privacy. Although domestic law generally has effects only within a nation, there is a clause in the Act on the Protection of Personal Information to apply regulations even to foreign countries’ business entities. I argue that such measures should be incorporated into Japan’s Telecommunication Business Act.

Quality assessment experiment for 4k SVT-AV1 video format

The industrial consortium AOMedia has recently developed the AV1 (AOMedia Video 1) format considered as a successor of VP9. One of the main goals with the video coding and compression format is to enable efficient Web based video content delivery, as in the case of OTT (Over-the-top) services. Nowadays, there are different AV1 software implementations available for experimental analysis besides the reference tool libaom. The Scalable Video Technology for AV1, or SVT-AV1 CODEC, is oriented towards further optimizations for specific Intel hardware. In this paper, we have performed a video quality assessment experiment with some of the SVT-AV1 implementations using 4k like video. The results show the advantages of SVT-AV1 format, as well as its performance for different quantization factors.

Tomography Based Learning for Load Distribution Through Opaque Networks

Applications such as virtual reality and online gaming require low delays for acceptable user experience. A key task for over-the-top (OTT) service providers who provide these applications is sending traffic through the networks to minimize delays. OTT traffic is typically generated from multiple data centers which are multi-homed to several network ingresses. However, information about the path characteristics of the underlying network from the ingresses to destinations is not explicitly available to OTT services. These can only be inferred from external probing. In this paper, we combine network tomography with machine learning to minimize delays. We consider this problem in a general setting where traffic sources can choose a set of ingresses through which their traffic enter a black box network. The problem in this setting can be viewed as a reinforcement learning problem with strict linear constraints on a continuous action space. Key technical challenges to solving this problem include the high dimensionality of the problem and handling constraints that are intrinsic to networks. Evaluation results show that our methods achieve up to 60% delay reductions in comparison to standard heuristics. Moreover, the methods we develop can be used in a centralized manner or in a distributed manner by multiple independent agents.

The Urgency of Amendment to Law Number 32 of 2002 concerning Broadcasting as the Legal Umbrella for OTT Services

Digitalization is a global phenomenon that has an impact on changing social conditions. The Broadcasting Bill itself is canceled to be a priority in the 2020 Priority National Legislation Program even though there is a lot of material contained in the law itself needs to be updated immediately according to the times. Therefore, the function of conducting this research is to seek answers in terms of legal certainty regarding the development of legal relations with technological developments in the era of digitalization and constitutional interpretation in the digitalization era that supports sustainable economic development and is in accordance with the Indonesian national identity. This study uses a quantitative juridical analysis method, which is in the form of in-depth research on legal materials and data as usual as normative law. Furthermore, the results of the analysis will be linked to the problems in this study to produce an objective assessment to answer the problems in the research. The results of the research show that the OTT services cannot be in the scope of Law Number 32 of 2002 concerning Broadcasting, therefore the Constitutional Court must play a strategic role in carrying out rapid and precise reforms so that statutory norms can be consistent with the development of society, especially due to developments. Digital technology. The most ideal and relevant constitutional interpretation of the Judicial Review case against this law would be: Consensualism, Prudential and Futuristic with an emphasis on legal certainty for Over the Top (OTT) services and on socio-economic impacts significant impact on the general welfare. It is necessary to revise the Broadcasting Law with the intention of maintaining national integration to establish a national broadcasting system that guarantees the creation of a just, equitable, and balanced national information order in order to realize social justice for all Indonesian people.

Accurately or accidentally? Recommendation agent and search experience in over-the-top (OTT) services

PurposeOver-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However, there is still no clear empirical evidence that indicates what recommendation agent values affect the users' search experience while using the OTT services and how it leads to continuous subscription. To address this gap, this study aims to examine recommendation agent values influencing search experience, which in turn affects decision satisfaction and continuance intention.Design/methodology/approachThis study empirically develops and tests a research model with data obtained from 212 survey respondents in Korea. Structural equation modeling with partial least square approach was used to analyze the data.Findings(1) Recommendation agent variables such as match score accuracy, recommended content variety and thumbnail image appeal affect search experience variables such as perceived diagnosticity and perceived serendipity; (2) perceived diagnosticity and perceived serendipity of search experience increase decision satisfaction; and (3) decision satisfaction increases intention to continue to subscribe to OTT services.Originality/valueDespite the widespread use of recommendation agents in OTT services, limited attention has been paid to understand what specific values of recommendation agents lead subscribers to continue their subscription. The findings of this study clarify subscribers' continuous subscription behavior in OTT services in terms of the recommendation agent values and search experience perspective.

On the Tussle Between Over-the-Top and Internet Service Providers: Analysis of the Netflix- Comcast Type of Deals

Over-the-top (OTT) services reach users via the open Internet without dedicated infrastructures and have experienced enormous growth in recent years. Netflix, an OTT streaming provider, now accounts for more than one-third of peak U.S. downstream traffic and causes cord-cutting of traditional cable pay-TV services from incumbent Internet service providers (ISPs). However, the service quality of video streaming is still influenced by the last-mile Internet access providers, who do not have incentives to deploy enough capacity and want to charge OTT service providers (OSPs) for direct connection. Although Netflix has reached deals with ISPs such as Comcast and Verizon to improve service quality, their undisclosed agreements have raised concerns about net neutrality. In this article, we study the economics of the Netflix-Comcast type of deals and derive the conditions under which an OSP and an ISP would reach such a deal. We analyze the impact of a deal transaction on the revenue of providers, the utility of users and the social welfare. Based on these results, we further classify different policy regimes and draw regulatory implications that depend on the intensity of ex-post deal competition and the cost of the deal. Our results can help understand how existing deals were made, how future deals might emerge, and how regulators should respond to various market conditions and scenarios.

A study on the effects of digital content marketing in OTT (Over The Top) service platform: focusing on indirect advertising types

A study on the effects of digital content marketing in OTT (Over The Top) service platform: focusing on indirect advertising types

Discussion of the Competitive Strategies of Telecom Operators and Over-the-Top Service Providers from the Perspective of Evolutionary Game Theory

Over-the-top (OTT) service refers to content included in basic telecommunications subscriptions without the additional features provided by telecom operators. The booming OTT business has had a huge impact on traditional telecommunications businesses such as voice and short message services, and the sense of crisis among telecommunications operators shows that the channeling trend has become more and more obvious. Faced with competition on the distribution of interests between channels and contents, telecommunications operators and OTT service providers are engaged in a fierce competition and cooperation game. To explore this competition relationship, this paper first establishes an evolutionary model, discussing the competition and cooperation behaviors of telecommunications operators and OTT service providers, and then conducts research on the degree of the effects of cooperation in terms of the combination of strategic factors, including cooperation cost sharing, the benefits distribution mechanism, research and development benefits, spillover effect, and network externality. Additionally, a replicator dynamic system is developed to study the influence of related strategic factors on evolutionary equilibrium. Finally, to verify the theoretical results, a simulation experiment is conducted to further clarify the meaning of the model and obtain meaningful results. The evolutionary game model and method provided in this paper are expected to help both parties make better decisions for future operating strategies.

Exploring the Factors Influencing Continuance Usage of Over-the-Top Services

Over-the-top (OTT) TV services are pervasive in local and global markets. Compared with traditional media consumption, OTT platforms afford users more control over content selection at a cheaper price. However, discussions of OTT services are limited and do not reveal the antecedents and consequences of OTT use from individual perspectives. Therefore, this study developed an empirical model by integrating perceived interactivity, perceived value, satisfaction, and continuance usage. After collecting data from 230 OTT users, we confirmed most of the researcher's proposed hypotheses and that perceived platform interactivity is the most critical indicator of OTT use. OTT users may prefer interacting with content and the social community from a value perspective. Perceived interactivity and perceived value are strong indicators of satisfaction and continuance usage of OTT services. Implications for academics and practitioners are discussed.

OTT(Over-the-Top) 서비스 정기 구독 선택에 관한 연구 : 서비스 체감품질을 중심으로

OTT(Over-the-Top) 서비스 정기 구독 선택에 관한 연구 : 서비스 체감품질을 중심으로

Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method

This study identifies the key factors motivating people to subscribe to over-the-top (OTT) services and examines the causal relationships between those factors. As it is a multiple criteria decision-making problem, the study embraces an integrated model of exploratory factor analysis and the decision-making trial and evaluation laboratory (DEMATEL) method. The latter technique is used to simplify the decision-making process and visualise the interrelationships between the motivation factors. The study identifies four key motivational factors: flexibility, content, variety and social status, of which content is the most crucial. The findings of this study will be of interest to marketing analysts and decision-makers seeking to measure, analyse and improve marketing performance in order to develop better strategies for marketing OTT services.