Abstract
The significant growth potential of the subscription video-on-demand (SVOD) market and the entry of various service providers from different origins are intensifying the competition for user attention and subscription. Among various features of OTT services, SVOD service provider’s exclusiveness in content is perceived to be the key weapon for survival. This study investigates the current content strategies of local and global SVOD service providers and aims to offer meaningful implications for Korean SVOD service providers. A case study was conducted to analyze the content strategies of eleven major SVOD service providers. Using the pillars of content acquisition, content delivery, and content management, the service providers were classified into three types, namely select shop, flagship store, and souvenir shop. Korean SVOD service providers were in each of the three groups, respectively. By comprehensively examining the local and global SVOD service provider’s content strategies, the study encourages service providers to continuously enhance differentiation and exclusivity through effective content strategy implementations.
| Original language | English |
|---|---|
| Pages (from-to) | 734-749 |
| Number of pages | 16 |
| Journal | Journal of Korean Institute of Communications and Information Sciences |
| Volume | 46 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2021 Apr 1 |
Bibliographical note
Publisher Copyright:© 2021, Korean Institute of Communications and Information Sciences. All rights reserved.
Keywords
- Content
- Content strategy
- Over-the-top (OTT)
- Service differentiation
- Subscription based video-on-demand (SVOD) service providers
ASJC Scopus subject areas
- Computer Networks and Communications
- Information Systems and Management
- Computer Science (miscellaneous)