Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study

Sangwon Lee, Seonmi Lee, Hyemin Joo and Yoonjae Nam
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Sangwon Lee: Department of Media, College of Politics and Economics, Kyung Hee University, Seoul 02447, Korea
Seonmi Lee: Institute of Economics and Business Research, Korea Telecom, Seoul 03155, Korea
Hyemin Joo: Kantar Korea, Seoul 07330, Korea
Yoonjae Nam: Department of Culture, Tourism & Content, College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea

Sustainability, 2021, vol. 13, issue 10, 1-15

Abstract: This study examines the factors influencing early paid Over-The-Top (OTT) video streaming market growth in 50 countries. The results of the panel data analysis suggest that Netflix’s market entry, traditional pay TV market size, broadband infrastructure, and OTT platform competition contribute to the early market growth of paid OTT video streaming services, such as subscription video-on-demand (SVOD) services. The results also reveal that the traditional pay TV subscription market and the paid OTT video streaming market initially grow together in many countries. However, the findings also reveal a negative association between the market entry of Netflix and the subscription revenue growth rate of traditional pay TV services. The results of this study suggest industry and policy implications for paid OTT video streaming market growth and the sustainable development of the media industry.

Keywords: Over-The-Top video; OTT market growth; Netflix effect; SVOD (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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