OTT 서비스 시장의 소비가치기반 시장세분화 전략

초록

The purpose of this study is to identify the consumption values experienced by consumers in the rapidly growing OTT platform market and to propose market segmentation and competitive strategies based on these insights. Using text mining, LDA topic modeling, and sentiment analysis, user reviews from Netflix, Hulu, and Amazon Prime Video (APV) were collected and analyzed. The findings of Study 1 indicate that consumer reviews can be classified into three value-based segments: conditional value (customer service and payment issues), emotional value (advertising exposure and viewing experience), and epistemic value (content diversity and novelty). Study 2 demonstrates that each platform shows a differentiated competitive advantage across these value dimensions. Netflix received the highest sentiment scores in both the emotional and epistemic segments. Hulu showed a high mention rate in emotional value but low sentiment scores, suggesting areas for improvement. APV had the highest mention rate in conditional value, yet sentiment results pointed to the need for enhanced service quality. This study offers strategic insights for OTT service providers to better understand consumer needs, develop differentiated strategies by segment, and secure sustainable growth in an increasingly competitive OTT market.

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