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Article

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

1
Department of Media, College of Politics and Economics, Kyung Hee University, Seoul 02447, Korea
2
Institute of Economics and Business Research, Korea Telecom, Seoul 03155, Korea
3
Kantar Korea, Seoul 07330, Korea
4
Department of Culture, Tourism & Content, College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea
*
Author to whom correspondence should be addressed.
This work was supported by the Kyung Hee University under grant [20181288].
Academic Editors: Charo Sadaba, Mónica Herrero and Patricia SanMiguel
Sustainability 2021, 13(10), 5702; https://doi.org/10.3390/su13105702
Received: 23 April 2021 / Revised: 10 May 2021 / Accepted: 10 May 2021 / Published: 19 May 2021
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. View Full-Text
Keywords: Over-The-Top video; OTT market growth; Netflix effect; SVOD Over-The-Top video; OTT market growth; Netflix effect; SVOD
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MDPI and ACS Style

Lee, S.; Lee, S.; Joo, H.; Nam, Y. Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study. Sustainability 2021, 13, 5702. https://doi.org/10.3390/su13105702

AMA Style

Lee S, Lee S, Joo H, Nam Y. Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study. Sustainability. 2021; 13(10):5702. https://doi.org/10.3390/su13105702

Chicago/Turabian Style

Lee, Sangwon, Seonmi Lee, Hyemin Joo, and Yoonjae Nam. 2021. "Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study" Sustainability 13, no. 10: 5702. https://doi.org/10.3390/su13105702

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