OTT(Over the Top Media) 시장 조사

한 세대 동안 미디어의 가장 큰 변화 중 하나

Over-the-top media, also known as OTT, refers to the delivery of audio, video, and other media over the internet. This delivery takes place without the direct involvement of a telecommunication company. At first, this term was only used to describe the distribution of audio and video. It has since expanded to cover any service that is available over the internet. A subscriber for OTT services is free to access his or her subscribed media from anywhere in the world at any time. Soon, subscribers will be able to stream media using any form of access technology.

OTT 미디어의 미래

최근의 기술 발전은 OTT 발전에 유리한 환경을 조성했습니다. 저렴한 인터넷은 개발에 중요한 역할을 했습니다. 많은 밀레니얼 세대가 전통적인 텔레비전 일정에서 벗어나는 것도 도움이 되었습니다. 밀레니얼 세대는 자신이 보고 싶은 콘텐츠와 시청 시기를 선택하는 것을 선호합니다. 더욱이 취소 비용이 없기 때문에 이러한 서비스를 선호하는 사람들이 더 많아지고 있습니다.

Forecasters expect the OTT market to grow rapidly over the next few years. Examples of OTT services are Apple, Amazon, Netflix, and Hulu. Skype, Facebook, and Twitter are also considered OTT.

OTT 산업의 경쟁 전략

Netflix still dominates the streaming market. However, more and more content owners are publishing their content across various platforms. Somehow, all the competitors want their apps on the home screen of a smartphone. As the competition increases within this field, it will become harder to get noticed.

OTT 미디어 서비스 제공업체에 시장 조사가 필요한 이유는 무엇입니까?

Market research shows service providers the challenges presented by the clients they target. The provider will also be able to collect users’ opinions. For example, let’s say the provider wanted to launch a free ad-supported service. He or she can use market research to compare it with an expensive option that has no advertisements. Clients may also have specific ideas about how they want to pay for the services they receive. This situation would create more opportunities for service providers to monetize their service.

질적 시장 조사 방법

Researchers use this method to collect and analyze non-numerical data. For example, they collect reasons, ideas, and opinions. Qualitative Research can identify rising trends in opinions and thoughts. It is also used to find out how people become conscious of their social realities. Qualitative Researchers use a wide array of methods, including online ethnography, unstructured interviews, and focus groups. Researchers also use online surveys with open-ended questions.

질적 연구는 소비자가 서비스에 가입하는 이유에 대한 심층적인 답변을 제공합니다. 또한 소비자가 한 서비스에 가입하고 다른 서비스를 거부하게 만드는 요인에 대한 통찰력을 제공합니다. 질적 연구는 소비자가 진술한 의견 뒤에 숨어 있는 사고 과정을 식별할 수 있습니다. 이 방법을 통해 사용자는 소비자로부터 풍부하고 설명적인 정보를 얻을 수 있습니다.

정량적 시장 조사 방법

This method uses numerical, measurable data to develop facts and identify patterns. The data is in the form of numbers and statistics, often arranged in graphs, charts, and other non-textual forms. This research method includes a range of data-extracting techniques such as online polls. It also includes mobile and app surveys, kiosk surveys, and systematic observations.

Quantitative research has the advantage of collecting reliable data. When it comes to acquiring data from a large population, it’s easier to measure the outcome of this research compared with the qualitative method. Another advantage is the ability to convert its result into highly-accurate predictions.

전략 연구

We provide Advanced Strategy solutions such as Market Opportunity Analysis, Market Assessments, and Go-To-Market Strategy.  Key methods include Primary Research, Secondary Research, and Subject Matter Expert research.  Desk Research refers to an accumulation of data that already exists. Data sources may exist as published government reports, company records, databases, periodicals, newspapers and magazines.