The formation of habit and word-of-mouth intention of over-the-top platforms

The current study examines how video content on over-the-top (OTT) platforms and the enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We propose a research model that integrates elements from the Self-Determination Theory (SDT) and the concept of “habit loop” from the Interest-Driven Creator (IDC) theory. The model was analyzed using PLS-SEM on 302 responses from OTT users. The study elucidates how video content availability helps in habit formation indirectly through perceived enjoyment. The results also demonstrated that the WOM of OTT platforms is explained by perceived enjoyment, affective commitment, and the habit of using the OTT platforms. The study highlights that habit is a significant predictor of affective commitment and WOM intention of hedonic apps. This is the first study to illustrate how video content availability affects users’ enjoyment, habitual use, and WOM intentions. Habit as a significant predictor of affective commitment and WOM intention of hedonic apps, like OTT platforms, is unprecedented.     

Evaluating the efficiency change and productivity progress of the top global telecom operators since OTT's prevalence

The telecommunications industry has undergone significant evolvement from fixed to mobile substitution (FMS) to fixed mobile convergence (FMC) and now to over-the-top (OTT) services due to the huge rise in data usage. This paper explores efficiency variation during the period 2012–2017 for the top 41 global telecom operators in Forbes Global, 2000. Based on the data envelopment analysis (DEA) meta-frontier approach to reflect differences in production functions, the empirical results herein show that the number of operators achieving technical efficiency with respect to the meta-frontier fell from 13 firms in 2012 to 10 firms in 2013 to 8 firms in 2014 to 8 firms in 2015 and then to 7 firms in 2016, but then rose to 11 firms in 2017, displaying the impact from rise in OTT. For the mobile-only group, the average technical efficiency with respect to the meta-frontier is 0.841, which is superior to the fixed-mobile group's 0.774 and the fixed-only group's 0.714, and the group difference is significant among the three facilities-based groups. The meta-frontier estimation suggests that the fixed-mobile group has the highest meta-technology ratio (MTR) of 0.901 versus the mobile-only group's 0.886 and fixed-only group's 0.718. The empirical results offer policy implications for regulators to encourage telecom operators to have fixed-mobile operations. We further suggest that telecom operators cooperate with OTT service providers and invest in them in order to take advantage of people's more personalized digital life.     

FTA背景下市场规模、产品差异与关税保护——基于空间经济学模型的解析

在缔结自由贸易协定(FTA)时,大多数缔约方对本方竞争力弱的产业往往采取关税保护措施。在确定需要保护的本方产业时大多数缔约方往往采用贸易竞争度等方法而忽略考虑了缔约双方的市场规模和产品特性。这往往会造成保护失当或达不到预期的保护效果。本文采用空间经济学模型,对市场规模、产品差异化程度与关税保护的效果之间进行模拟分析。通过分析得出:虽然关税能够防止本方产业的流出,但是对市场规模小的缔约方来说效果有限;市场规模小的缔约方无需对产品差异化程度小的产品采取高关税保护措施而只需对产品差异化程度大的产品采取高关税保护措施。     

Are OTT messaging and mobile telecommunication an interrelated market? An empirical analysis

OTT messengers such as Facebook and WhatsApp have gained wide popularity among mobile users while the traffic of text messaging is in strong decline. As such, there is a debate over whether both services are interrelated and constitute a joint product market, which has important implications for the current wave of mergers in the mobile industry and regulation policy. To the best of our knowledge, this work is the first to provide an empirical analysis of how the consumption of OTT messengers affects demand for text messaging and mobile voice services. We make use of an innovative dataset which includes very detailed information on smartphone usage in Norway and consider a novel approach to address this question which is embedded in the complexity of two-sided markets. Interestingly, our findings suggest that OTT messengers complement demand for traditional mobile telecommunication services for this context. Consequently, both markets are interrelated but do not constitute a joint market from the perspective of competition policy in Norway. Moreover, we find an explanation for why reductions of text messaging usage have been so drastic in some countries and an analogous development for mobile voice is rather unlikely. Finally, our empirical results provide a new perspective on the modelling of consumer utility in communication networks in the theoretical literature.     

Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis

This study examines how OTT TV and cable TV compete in Taiwan through an online survey conducted in March 2016 that collected a total of 620 qualified responses. In terms of niche breadth, our findings indicate that OTT TV scores higher than traditional TV for all seven dimensions, with the greatest difference manifesting in the dimension of convenience. For the niche overlap, results show that OTT TV and traditional TV share a high level of similarity on amusement and ease of use. Overall, OTT TV's competitive superiority surpasses that of traditional TV in all dimensions. Finally, in light of program types, news, movies, and sports effectively predict users' gratification with cable TV, whereas dramas and movies are predictive of users' gratification with OTT TV. Implications for research and practices are discussed herein.     

Willingness to pay for over-the-top services in China and Korea

The increasing penetration of broadband and multiscreen availability has encouraged the development of premium video consumption through over-the-top (OTT) services. Netflix, the leading global OTT provider, is aggressively expanding its international operations and has ambitiously entered the Asian market. To prepare for the shift that the streaming service giant will bring, a proper understanding of consumer acceptance and intent to pay for OTT services is crucial. Therefore, this empirical study uses conjoint analysis to investigate the key attributes and to examine consumers’ marginal willingness to pay (WTP) for OTT services. We identified recommendation systems, resolution, and viewing options as important product attributes of OTT services that influence the WTP of Chinese and Korean consumers. The most important attribute for Chinese consumers of OTT services was resolution, followed by the recommendation system and viewing options. For Korean consumers, the recommendation system was ranked as the most valuable attribute, followed by viewing options and resolution. The overall WTP of Chinese consumers was 22.6 yuan (3.4 USD) per month, while Korean consumers’ intent to pay amounted to a total of 3530 won (3.1 USD) for OTT services.     

企业间竞合及生态位演化建模与仿真--以电信运营商与移动OTT商为例

应用突破性创新技术的移动OTT服务商与电信运营商出现企业生态位重叠,颠覆性地影响了电信运营商的传统业务,引发纷争。本文依据生态位理论,应用Lotka－Volterra模型刻画和揭示企业间不同的作用模式及其导致生态位演化的机理,仿真在不同模式下企业生态位的进化能力。结论显示,只有采取合作共生的模式,企业生态位才会协同进化。在此基础上,本文从平台创新角度,提出了电信运营商生态位扩展方式。     

Disentangling the effects on OTT platform performance of three strategies: Pricing,M&As,and content investments

OTT streaming services have been restructuring the global multimedia industry, and there have been strategic actions and reactions among OTT players and traditional pay-TV platforms. This study found that Pricing and Content investments are key factors affecting market share and subscribership in global OTT markets, and M&As have positive effects on the two performance measures, although with less statistical confidence. OTT-specialized firms in the UK, Germany, France, Japan, and South Korea did not expand subscribers to the same extent as those in the US, but they were able to expand their market share in the UK and Germany while failing to increase it in the other three countries. Local OTT players, especially those in Europe and Asia, might need to be more strategic in coping with US-based firms’ expansion by materializing the positive interaction effects among the three strategies to increase both their subscriber base and market share.     

Is your netflix a substitute for your telefunken? Evidence on the dynamics of traditional pay TV and OTT in Latin America

Are audiovisual over the top (OTT) services in Latin America substitutes for the traditional Pay TV services (cable or satellite), complementary or independent? To respond to this question, we develop a simple theoretical model based on a CES utility function and estimate simultaneously, using non-linear least squares, demand functions for both audiovisual services. Our results, based on original database covering 17 Latin American countries from 2011 to 2020, suggest no substitution of Pay TV for OTT. However, during the more recent period (2015–2020), we find evidence of gross substitution (i.e., similar enough, although not completely equivalent for consumers) between these audiovisual services. This confirms, although only partially, the existence of the so-called cord-cutting and cord-saving phenomena, due to the expansion of fast internet and the richer OTT offers, and their relatively lower prices. These results suggest regulators should include OTT services in their scope and produce in-depth analysis on the country level to update and optimize regulations, as well as implement regulatory sandboxes to advance towards smart regulation, as shown in the financial industry.