OTT 플랫폼의 최적 전략: 구독형 및 광고형 VOD에 대한 게임 이론적 분석
Optimal Strategies for OTT Platforms: A Game Theoretic Analysis of Subscription and Advertising Video-on-Demand
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초록
OTT 플랫폼의 주요 비즈니스 모델인 구독형 주문형 비디오(SVOD)와 광고형 주문형 비디오(AVOD)는 미디어 소비 방식에 큰 변화를 가져오고 있다. 본 연구는 구독형 주문형 비디오와 광고형 주문형 비디오 요금제를 제공하는 OTT 플랫폼의 최적 가격 전략을 게임 이론을 활용해 분석하였다. 구체적으로, 플랫폼이 구독료와 광고비를 설정하여 수익성을 극대화하는 방안을 탐구하였으며, 이를 통해 다양한 소비자 선호를 충족시킬 수 있음을 확인하였다. 소비자는 금전적 민감도와 시간 비용에 따라 행동이 달라질 수 있음을 가정하였고 플랫폼은 구독료와 광고 단가 조정을 통해 수익성을 극대화할 수 있음을 보여준다. 본 연구는 하이브리드 요금제 모델의 활용 가능성을 탐구하였으며 구독형 주문형 비디오와 광고형 주문형 비디오의 상호작용을 고려한 최적 요금제를 도출할 수 있는 실무적 해결방안을 제시하였다. 이를 바탕으로, 본 연구는 플랫폼이 지속 가능한 수익 모델을 설계하고 경쟁적인 OTT 시장에서 효과적으로 대응할 수 있는 전략적 방향을 제시한다. 마지막으로, 구독료와 광고 단가에 대한 민감도 분석을 통해 소비자 선택에 영향을 미치는 요인을 시각적으로 제시하며, 플랫폼의 요금 정책 최적화를 위한 통찰을 제공한다.
Abstract
This study examines optimal pricing strategies for Over-the-Top (OTT) platforms that offer both Subscription Video on Demand (SVOD) and Advertising Video on Demand (AVOD) services. Using a game-theoretic framework, this study explores how OTT platforms can determine subscription fees and advertising rates to maximize revenue while accounting for heterogeneous consumer preferences. Consumers are differentiated by their sensitivity to subscription prices and the time cost associated with advertisements. The analysis demonstrates that adjusting the subscription price and advertising rate enables platforms to segment the consumer market effectively, thereby optimizing revenue across both AVOD and SVOD models. Practical insights are provided for determining optimal pricing by considering the interaction between SVOD and AVOD models within a single platform. These findings offer valuable perspectives on how hybrid pricing models can improve platform profitability and meet diverse consumer demands.
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