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Wando Mount Pleasant Library
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Main Library
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McClellanville Library
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Folly Beach Library
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Miss Jane's Building (Edisto Library Temporary Location)
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West Ashley Library
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St. Paul's/Hollywood Library
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The Return of the King: The Importance of Killer Content in a Competitive OTT Market.
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- Author(s): Kim, Jongwha; Lee, Changjun
- Source:
Journal of Theoretical & Applied Electronic Commerce Research; Jun2023, Vol. 18 Issue 2, p976-994, 19p- Subject Terms:
- Source:
- Additional Information
- Abstract: As the over-the-top (OTT) service market continues to evolve, with new large global players entering the already crowded market, competition between various OTT services for subscribers has intensified. In this study, we aim to investigate the impact of user preference content on the selection of specific OTT services by consumers. Specifically, we employ the conjoint experiment (CE) method to examine consumer utility, relative importance, and marginal willingness to pay (MWTP) for over-the-top (OTT) subscription service attributes. Especially, the presence of users' killer content and its impact on MWTP is the focus of our study. As a result of calculating the MWTP for each attribute, we found that users are willing to pay about 7633 KRW (5.8 USD) for the first-ranked killer content in their first preferred genre. To gain a deeper understanding of users' willingness to pay for OTT services, we further analyzed the data by age group and the number of OTT services in use. Based on the results, we suggest strategic plans for local OTT operators to compete effectively in the fiercely competitive OTT market. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Theoretical & Applied Electronic Commerce Research is the property of MDPI and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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