Movie characteristics as determinants of download-to-own performance in the Korean video-on-demand market
Hyunmi Baek and
Telecommunications Policy, 2021, vol. 45, issue 7
The global video-on-demand (VOD) market is experiencing drastic change due to the rise of over-the-top (OTT) services such as Netflix and YouTube. Traditional Pay TV service providers such as internet protocol television (IPTV) operators and cable TV providers are making efforts to cope with such changes. One of the ways for such providers to remain competitive is to use the proper service models of VODs and the download-to-own (DTO) model can be a very attractive service model for IPTV operators. While many previous studies have examined VOD success, there is a lack of research on the factors that influence VOD success for the DTO model. Thus, this study examined the characteristics of movie VODs as the determinants of DTO performance in the Korean VOD market by analyzing 433 movies offered in 2017 and 2018 via SK Broadband VOD platforms, a major IPTV operator in Korea. The results indicate that G-rated movies, sequel movies, movies with fandom, and those with popular original soundtrack (OST) are likely to have higher sales via a DTO model than other movies. This study provides practical implications for Pay TV service providers, VOD platforms, movie producers, and governments.
Keywords: Internet protocol television (IPTV); Video-on-demand (VOD); Transactional video-on-demand (TVOD); Download-to-own (DTO) VOD; Pay-per-view (PPV) VOD; Over-the-top (OTT) (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:telpol:v:45:y:2021:i:7:s0308596121000446
Ordering information: This journal article can be ordered from
http://www.elsevier. ... /30471/bibliographic
Access Statistics for this article
Telecommunications Policy is currently edited by Erik Bohlin
More articles in Telecommunications Policy from Elsevier
Bibliographic data for series maintained by Catherine Liu ().