OTT 오리지널 드라마의 특징 비교 : 국내외 OTT 플랫폼을 중심으로

Abstract

The emergence and rapid growth of OTT(Over The Top) platforms, which began with Netflix's entry into the Korean market in 2016, brought about many changes in the domestic content market centered on legacy media such as public broadcasters and cable channels. Various factors are cited as reasons for the rapid growth of OTT platforms, but it can be said that each OTT platform’s ‘original content’ played an important role. As the success of OTT original drama content has a direct impact on the influx of viewers, each platform is showing continued investment and interest in original drama content. Most domestic and international OTT platforms are structured to cover new content supply and production costs solely with users' subscription fees. Therefore, efforts are being made to produce ‘original dramas’ to encourage the influx of new subscribers and to prevent existing users from continuing to use and leave. Accordingly, this study seeks to determine whether there are any differences in characteristics between original dramas produced on domestic and foreign OTT platforms where competition is intensifying. We also want to check the correlation with box office hits on the platform. This study focused on research and analysis of the five platforms with the highest usage rate among domestic consumers (Netflix, Coupang Play, TVING, Wavve, and Disney+) among the various OTT platforms serving in Korea. Through this study, we aim to suggest the direction that domestic drama production companies should take when planning and producing original content in the future and provide practical implications.