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Analysis of substitute and complementary relationship in Internet video service market: Focused on MCN(Multi-Channel Network)

김승현|황준석|이준민
한국혁신학회|2018.05|한국혁신학회지 (Innovation studies)|제13권 제2호|pp. 121-153|DOI https://doi.org/10.46251/INNOS.2018.05.13.2.121

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키워드

OTT사용자 혁신MCNInternet video serviceuser innovationniche analysis인터넷 동영상 서비스적소분석

초록

Multi-Channel Network (MCN) has floated as a new content provider in Internet video service market. This study analyzes relationships of substitute and complementarity between the professional producer-centered Over-The-Top (OTT), and the user-producer- centered MCN. It reviews the competition between user- and producer-provided content in the Internet video service market and explored its political implications. It uses ‘uses and gratification theory’ and ‘niche theory’. Data was collected from 344 survey respondents with actual use experience of OTT and MCN. The definition of ‘limited resources’ was analyzed in relation to three Internet video service attributes: usability, interactivity, and diversity, and in relation to two aspects of ICT innovation: the media convergence effect and the participation innovation process. Results show that OTT dominates the dimension of usability, while MCN dominates the dimensions of interactivity and the participation innovation process. Using the principle of functional similarity, it is discovered that OTT and MCN form a substitute relationship in the platform areas of usability and the media convergence effect, and a complementary relationship in content- related areas such as interactivity and the process of participation innovation.

Abstract

Multi-Channel Network (MCN) has floated as a new content provider in Internet video service market. This study analyzes relationships of substitute and complementarity between the professional producer-centered Over-The-Top (OTT), and the user-producer- centered MCN. It reviews the competition between user- and producer-provided content in the Internet video service market and explored its political implications. It uses ‘uses and gratification theory’ and ‘niche theory’. Data was collected from 344 survey respondents with actual use experience of OTT and MCN. The definition of ‘limited resources’ was analyzed in relation to three Internet video service attributes: usability, interactivity, and diversity, and in relation to two aspects of ICT innovation: the media convergence effect and the participation innovation process. Results show that OTT dominates the dimension of usability, while MCN dominates the dimensions of interactivity and the participation innovation process. Using the principle of functional similarity, it is discovered that OTT and MCN form a substitute relationship in the platform areas of usability and the media convergence effect, and a complementary relationship in content- related areas such as interactivity and the process of participation innovation.

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