넷플릭스 ‘광고요금제’ 태도에 영향을 미치는 요인에 관한 탐색적 연구

초록

This study aims to find out users’ advertising attitudes toward the ‘advertising rate system’, which has recently been actively discussed in the OTT (Over-The-Top) platform market. Netflix has introduced the so-called ‘advertising plan’ by subdividing the existing basic plan. Instead of viewing 4-5 minutes of advertisements per hour, users can access content at a lower fee. Therefore, this study aimed to find out how users’ advertising attitudes change depending on the demographic characteristics of users, the determinants of the Netflix advertising plan, and the variables of usage patterns. As a result of the analysis, the lower the age, the higher the amount of advertisements per content, and the more important the number of advertisements and the level of time per content, the higher the possibility of users having a negative attitude toward the Netflix advertising plan. Based on these results, OTT operators seem to need to increase user-customized advertisements and subdivide advertising time. In addition, it is necessary to devise a plan to strategically utilize PPL. The results of this study are meaningful in that it provides practical implications to the Korean OTT platform industry, which is currently considering introducing an advertising rate system.

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