방송사업자들의 유튜브 개설 추이 분석을 통한 방송과 유튜브 간 미디어 경쟁에 대한 탐색적 연구

초록

The purpose of this study is to demonstrate this by exploring YouTube as a ‘supplementary(extended)’ or ‘alternative(alternative)’ media for broadcasting and examining the correlation between YouTube opening trends and advertising sales trends by broadcaster. This study analyzed 346 YouTube channels owned by Korean 9 broadcasters, including terrestrial operators, general programming channel operators, and CJ ENM, which rank 1st to 9th in the domestic broadcasting market, and identified the trend of opening by year from 2005 to 2022 as a time series. The trend of Korean broadcasters creation of YouTube channels may be largely divided into three stages. 2005-2010 was the early days of YouTube, and broadcasters opened YouTube in an 'experimental level'. From 2011 to 2017, new channels were steadily opened every year, just as broadcasters carried out a two-track strategy of defending against the growth of YouTube and using YouTube. From 2018 to 2022, the number of YouTube openings surged as broadcasters took a 'voluntary absorption' strategy. In sum, this study was conducted to see the correlation between the number of YouTube openings from 2011 to 2021 and broadcast advertisement sales to see if this trend of YouTube opening is related to the decline in broadcast advertisement sales. As a result of the analysis, terrestrial operators such as KBS and EBS showed a positive (+) relationship in which the number of YouTube channels increased due to the decrease in broadcast advertisements, and TV shipbuilding and general channel operators showed a negative (-) relationship. The result was due to the environmental factors when open channels at a time when YouTube was already gaining influence as terrestrial operators were hit harder by the decline in advertising sales.

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