Classifying Video Media Repertoires of Millennial Generation: Focusing on the Use of TV and OTT service 


Vol. 46,  No. 5, pp. 863-881, May  2021
10.7840/kics.2021.46.5.863


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  Abstract

With the advent of OTT service, video media users can choose various video services and content for their needs. This study aims to investigate the types of video media repertoires in a multi-video media environment, and to identify the relationships between the types of media repertoires and the users’ characteristics (i.e., gender, age, monthly income, the most preferred genre, and the usage of video content by genre). We conducted an online survey on video media users and examined their daily usage of TV, paid OTT service, and free OTT service. Based on the patterns of relative media usage index and daily usage, we classify the types of video media repertoires into 4 clusters: YouTube-centered cluster(C1), YouTube Premium-centered cluster(C2), TV-centered cluster(C3), and Netflix-centered cluster(C4). Also, we found the types of video media repertoire varied depending on gender, the most preferred genre and the usage of video content by genre.

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  Cite this article

[IEEE Style]

C. Oh, M. Ham, S. Lee, "Classifying Video Media Repertoires of Millennial Generation: Focusing on the Use of TV and OTT service," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 5, pp. 863-881, 2021. DOI: 10.7840/kics.2021.46.5.863.

[ACM Style]

Chae-ju Oh, Min-jeong Ham, and Sang-woo Lee. 2021. Classifying Video Media Repertoires of Millennial Generation: Focusing on the Use of TV and OTT service. The Journal of Korean Institute of Communications and Information Sciences, 46, 5, (2021), 863-881. DOI: 10.7840/kics.2021.46.5.863.

[KICS Style]

Chae-ju Oh, Min-jeong Ham, Sang-woo Lee, "Classifying Video Media Repertoires of Millennial Generation: Focusing on the Use of TV and OTT service," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 5, pp. 863-881, 5. 2021. (https://doi.org/10.7840/kics.2021.46.5.863)

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pISSN : 1226 - 4717
eISSN : 2287 - 3880