First Issue

▲ Analysis of consumer usage behavior regarding contents provided by key SVOD services.

▲Analysis of consumer usage behavior regarding paid OTT services, with the focus on multiple subscriptions and account sharing.

▲ Analysis of consumer viewing behaviors regarding each type of OTT viewing device.

KISDI (President Kwon Ho-yeol) has launched a regular publication called the KISDI OTT Report, which will carry in-depth analyses of the latest trends and issues in the domestic and overseas OTT industries.

The first issue (January 2022) contains three reports focusing on the usage patterns of paid OTT contents, multiple subscriptions to and account sharing of paid OTT services, and OTT usage patterns by type of viewing device.

In the report titled ‘Usage Patterns of Contents Provided by Key SVOD Services’ (authored by research fellow Kim Ho-jung), the usage data for paid-contents supplied by five domestic OTT services (Netflix, Disney+, Wave, Tving, Watcha ) were analyzed to determine 1) the number of hours of content viewing time for each of the five SVOD services and the market shares of the services; 2) the usage levels and market share by each content attribute, i.e. (i) original/non-original, (ii) country of production, (iii) usage levels and market share by content type (genre); and 3) the composition of popular contents (market share of each service, original or non-original content, country of production, genre) and their distribution and characteristics.

The ‘Analysis of paid OTT service usage patterns, with the focus on multiple subscriptions and account sharing behavior’ (Author: Research Fellow Kang Jun-seok) included a survey on the users of paid OTT service in South Korea, which aimed to examine 1) the proportion of multiple subscribers, the number of multiple subscriber services and service configuration; 2) the reasons why consumers pay for multiple subscriptions and their willingness to change the number of multiple subscriptions in the future; 3) the willingness of non-multiple subscribers to switch to multiple subscriptions and their reasons for doing so; 4) user satisfaction with multiple subscriptions and the perception of subscription fatigue, 5) current data on paid OTT service account sharing and the motivations behind such sharing; and 6) whether users would be willing to continue sharing their accounts in the event that companies like Netflix decide to charge fees for shared accounts, and the reasons cited by users.

For the ‘Analysis of viewing behavior by type of OTT viewing device’ (author: (Formerly) Associate research fellow Jeong Soo-min), a survey of users of domestic OTT service in South Korea was conducted in order to examine 1) viewing frequency, number of continuous hours of viewing and other OTT usage behaviors by viewing device; 2) OTT service preference levels by viewing device; 3) the relationship between OTT viewing and the purchase of viewing devices; and 4) the impact of OTT service accessibility through paid broadcast services on users’ choice of paid broadcast services.