Influential Factors in Domestic OTT Platforms’ Choice of Foreign Content in South Korea

Abstract

ABSTRACT Over-the-top (OTT) services are the main avenue for audiences to consume foreign content; therefore, companies use foreign content as a weapon to compete for local market share. Employing an analytic hierarchy process (AHP) in a survey of 14 OTT-content-related incumbents, this study prioritized the decisive factors in domestic OTT platforms’ choice of foreign content in South Korea. The results revealed that using differentiated foreign content for competition with other domestic services is a top priority, while content with proven domestic marketability to satisfy audience demand follows behind. Finally, this study gives insights into OTT platforms’ foreign content strategy.