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Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study

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  • Sangwon Lee

    (Department of Media, College of Politics and Economics, Kyung Hee University, Seoul 02447, Korea)

  • Seonmi Lee

    (Institute of Economics and Business Research, Korea Telecom, Seoul 03155, Korea)

  • Hyemin Joo

    (Kantar Korea, Seoul 07330, Korea)

  • Yoonjae Nam

    (Department of Culture, Tourism & Content, College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Korea)

Abstract

This study examines the factors influencing early paid Over-The-Top (OTT) video streaming market growth in 50 countries. The results of the panel data analysis suggest that Netflix’s market entry, traditional pay TV market size, broadband infrastructure, and OTT platform competition contribute to the early market growth of paid OTT video streaming services, such as subscription video-on-demand (SVOD) services. The results also reveal that the traditional pay TV subscription market and the paid OTT video streaming market initially grow together in many countries. However, the findings also reveal a negative association between the market entry of Netflix and the subscription revenue growth rate of traditional pay TV services. The results of this study suggest industry and policy implications for paid OTT video streaming market growth and the sustainable development of the media industry.

Suggested Citation

  • Sangwon Lee & Seonmi Lee & Hyemin Joo & Yoonjae Nam, 2021. "Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study," Sustainability, MDPI, vol. 13(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:10:p:5702-:d:557904
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    References listed on IDEAS

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    Cited by:

    1. Sangwon Lee & Soomin Joo & Jinyoung Park & Yoonjae Nam, 2022. "ICT Infrastructure, OTT Market Growth, Economic Freedom, and International Tourism: A Cross-Country Empirical Study," Sustainability, MDPI, vol. 14(19), pages 1-12, September.
    2. Khemakongkanonth, Chate, 2025. "An empirical analysis on relationships between over-the-top applications for communication and traditional mobile voice services," Telecommunications Policy, Elsevier, vol. 49(3).
    3. Peter James Wainaina & Dr. Henry Nkoru Nabea & Prof. Kyalo Wa Ngula, 2024. "Citizen TV’s Viusasa: A Tool for Encouraging Local Content Creators," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 2313-2325, August.
    4. Hayeon Kim & Sang Woo Lee, 2024. "SVOD Multi-Homing Users in Six Countries: Analyzing Legacy Media Usage, Demographics, Lifestyle, Expectations, and Usage Habits," SAGE Open, , vol. 14(3), pages 21582440241, August.

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