题名

OTT影音平台提供訂閱制服務內容之探討

并列篇名

A Study on the Provision of Subscription Service Content in the OTT Video Platform

作者

廖信(Shin Liao)；葉振璧(Jenn-Bih Yeh)；郭永銘(Yung-Ming Kuo)

关键词

OTT ； 影音平台 ； 服務內容 ； OTT ； Video Platform ； Service Content

期刊名称

中華印刷科技年報

卷期/出版年月

2022（2022 / 05 / 01）

页次

319 - 329

内容语文

繁體中文
中文摘要

當前OTT（Over-the-Top）影音平台引領視聽消費模式的轉變。其中，訂閱隨選視訊（Subscription Video on Demand，SVOD）模式的增長幅度最為顯著，表示消費者對於付費訂閱內容的接受程度已較過往提升。消費者透過付費訂閱取得更佳的影音體驗，也間接成為OTT產業未來發展的契機。因此，本研究旨在探討OTT影音平台提供之訂閱制服務內容。透過OTT影音平台發展現況、OTT影音平台架構以及OTT影音服務內容之相關文獻探討，而後將文獻資料整理與分析，並採用比較研究法分析三家訂閱制OTT影音平台提供之服務內容。本研究發現平台仍要以符合消費者需求為優先，藉此提升消費者對平台的滿意度與忠誠度，而平台的字幕翻譯及同步觀賞功能仍有改善空間，期能提供日後OTT影音平台服務內容之參考。
英文摘要

Nowadays, OTT video platform leads the change of audiovisual consumption mode. Among them, the most significant increase in SVOD mode indicates that consumers have become more receptive to paid subscriptions content than in the past. Consumers can get a better viewing experience by paying for subscriptions, which indirectly becomes an opportunity for the future expansion of the OTT industry. Therefore, the purpose of this study is explore the provision of subscription service content in the OTT video platform. This study discusses the current development of OTT video platforms, the structure of OTT video platforms, and the OTT video service content, then analyze and organize the literature by three OTT video platforms. The result of the study were that platforms should still prioritize meeting consumer need in order to increase consumer satisfaction and loyalty to the platform. There is still room for improvement in the platform's subtitle translation and synchronized viewing functions. Expecting the results can be used as a reference for the development of OTT video platform in future.
主题分类 工程學 > 工程學總論
社會科學 > 傳播學
参考文献
  1. 李有仁,張書勳,林俊成(2011)。影音分享網站使用者意圖之研究。資訊管理學報，18(1)，53-75。
    連結：
  2. 李智明,紀彥斌(2021)。消費者選擇影音服務平台之關鍵因素－使用層級分析法。輔仁管理評論，28(2)，23-54。
    連結：
  3. 葉志良(2015)。我國線上影音內容管制的再塑造：從 OTT 的發展談起。資訊社會研究，29，49-97。
    連結：
  4. 賴禹心,鄭宇庭,蘇志雄(2020)。使用 OTT 影音平台的關鍵因素與行為模式－以 Youtube 為例。數據分析，15(5)，21-43。
    連結：
  5. Amazon (2006). Amazon Prime Video. Retrieved from https://www.primevideo.com/help/ref=dvm_MLP_FE_help
  6. Bereday, G. Z.(1964).Comparative method in education.New York, NY:Holt, Rinehart & Winston.
  7. Berry, L. L.,Seiders, K.,Grewal, D.(2002).Understanding Service Convenience.Journal of Marketing,66(3),1-17.
  8. Boudreau, K.,Hagiu, A.(2008).Platform Rules: Multi-Sided Platforms as Regulators.SSRN Electronic Journal
  9. Dasgupta, S.,Grover, P.(2019).Understanding Adoption Factors of Over-the-Top Video Services Among Millennial Consumers.International Journal of Computer Engineering and Technology,10(1),61-71.
  10. Digital TV Research (2021). Global SVOD Forecasts Report. Retrieved from https://digitaltvresearch.com/product/global-svod-forecasts/
  11. Ganuza, J.-J.,Viecens, M.(2014).Over-the-Top (OTT) Content: Implications and Best Response Strategies of Traditional Telecom Operators. Evidence from Latin America.SSRN Electronic Journal
  12. Gimpel, G.(2015).The Future of Video Platforms: Key Questions Shaping the TV and Video Indusry.International Journal on Media Management,17(1),25-46.
  13. Gupta, G.,Singharia, K.(2021).Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis.The Journal of Business Perspective,25,36-46.
  14. Jacoby, J.,Szybillo, G. J.,Berning, C. K.(1976).Time and Consumer Behavior: An Interdisciplinary Overview.Journal of Consumer Research,2(4),320-339.
  15. Katherine Chen, Y-N.(2019).Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis.Telecommunications Policy,43(9),101793.
  16. Martínez-Sánchez, M. E.,Nicolas-Sans, R.,Bustos Díaz, J.(2021).Analysis of the social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO and Amazon Prime during the implementation of Disney +.Technological Forecasting and Social Change,173
  17. Motion Picture Association (2018). Theatrical and Home Entertainment Market Environment (THEME) Report. Retrieved from https://www.mpa-emea.org/wp-content/uploads/2019/03/MPAA-THEME-Report-2018.pdf
  18. Netflix (1997). Netflix. Retrieved from https://help.netflix.com/zh-tw/
  19. Reelgood (2020). SVOD and AVOD Streaming Service Performance During Social Distancing. Retrieved from https://blog.reelgood.com/svod-and-avod-streaming-service-performance-during-social-distancing
  20. Roberts, C., & Muscarella, V. (2015). Defining Over-The-Top (OTT) digital distribution. Retrieved from https://www.entmerch.org/digitalema/white-papers/defining-digital-distributi.pdf
  21. Sujata, J.,Sohag, S.,Tanu, D.,Shubham, P.,Sumit, G.(2015).Impact of Over the Top (OTT) Services on Telecom Service Providers.Indian Journal of Science and Technology,8,145-160.
  22. The Walt Disney Company (2019). Disney＋. Retrieved from https://help.disneyplus.com/csp?id=csp_article_content&article=introduction
  23. Wayne, M. L.(2017).Netflix, Amazon, and branded television content in subscription video on-demand portals.Media, Culture & Society,40(5),725-741.
  24. 吳世豪(2014)。什麼樣的電視？不是電視？。廣播與電視，37，113-126。
  25. 吳伯羲（2019）。付費習慣成熟，互動意願低落－影劇平台使用概況。資策會產業情報研究所（MIC）。取自：https://mic.iii.org.tw/AISP/ReportS?docid=CDOC20190729005
  26. 國家通訊傳播委員會 NCC（2021）。2020年通訊傳播市場消費者使用概況。取自：https://www.ncc.gov.tw/chinese/files/21021/3734_45723_210217_1.pdf
  27. 凱度洞察（2019）。台灣 OTT 市場隨選影視戰況分析（上篇）。取自：https://kantar.com.tw/MailSources/InfoPulse/2020/03/2020_March_Kantar_Taiwan_and_LifePoints_Report_OTT_trend_report(PART_I).pdf
  28. 曾筱媛(2018)。2017 ～ 2022 全球 OTT 影音產業發展與未來關鍵成長趨勢。臺灣經濟研究月刊，41(12)，42-51。
  29. 資誠聯合會計師事務所（2021）。2021-2015 全球娛樂暨媒體業展望報告。取自：https://www.pwc.tw/zh/publications/topic-report/assets/taiwan-entertainment-and-media-outlook-2021-2025.pdf
print cancel