OTT 서비스 콘텐츠 추천 사용자 경험 분석 -넷플릭스 사례를 중심으로

Abstract

Background : The use of OTT services is increasing due to the diversification of content providing platforms, the development of related technologies, and the content consumption culture. Since OTT service provides a vast amount of content, recommending personalized content to users is the core of the service, and there have been many studies related to developing recommendation technology. However, there are few studies dealing with content recommendation from the perspective of user experience. In this study, we tried to find out the ways of content recommendation affects the actual user experience of OTT service. Methods : Among the OTT services, Netflix, which is used by the most users and the content recommendation function is actively used, was selected as the subject of study. A survey was conducted to figure out the Netflix service usage behavior, and based on the result of the survey, 10 participants who were suitable for user experience study were selected. With these 10 participants, we conducted an in-depth investigation according to the user experience journey. By qualitatively analyzing collected data from the test, meaningful findings related user experiences of content recommendation functions of OTT service. Result : As a result, user experiences regarding categorized content recommendation in main page, taste matching rate, and feedback method were found out. Based on this, we presented the points to consider in user experience design in relation to the category composition of the main page, recommendation rationale, and recommendation feedback. More specifically, it was proposed to close the gap between the recommendation functions provided by the service and expected by the user, and to consider the freedom of user's choice without compromising the purpose of the service. Conclusion : For the content recommendation of OTT service, not only the accuracy of the algorithm but also the way of experiencing the outcome of recommendation is important. In this respect, we user experience study in terms of content recommendation in user's perspective. Through this research, important findings discovered and discussed related to user experience design of content recommendation of OTT service.