지상파방송사의 전략 행위가 기업성과와 시장구조에 미치는 영향에 관한 연구: 2011년에서 2020년까지의 VoD 창구화 전략을 중심으로

초록

Over the past decade, the nonlinear VoD windowing strategies of domestic terrestrial broadcasters have changed. This study explores how this change in windowing strategy has affected corporate performance and market structure. While holdback was mainly used as a criterion for price discrimination in windowing behavior on PP channels, this study assumed a change in windowing strategy, such as using purchase volume instead of holdback in VoD window types. This study quantitatively measured the degree of VoD windowing and window diversification of the three terrestrial broadcasters and sought to clarify the relationship between this measured behavior and corporate performance and market structure. A longitudinal study was conducted to analyze windowing strategy behavior from a specific period, 2011 to 2020. The main results are as follows. During the analysis period of this study, the domestic program sales market changed from a monopoly market of the three terrestrial broadcasters to a competitive market. Although the performance of the windowing strategy behavior employed by the three terrestrial broadcasters led to a continuous increase in VoD sales revenue, the concentration(CR3) of the domestic program sales market actually decreased. During the same period, the three terrestrial broadcasters’ window strategies did not have a significant impact on the market structure in terms of market share. However, the three terrestrial broadcasters’ window strategies acted as a mechanism to prevent the decline in advertising sales and the resulting decline in corporate performance caused by the multi-media, multi-channel environment.

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