台灣OTT影劇產業分析與使用者使用行為調查

Abstract

本文研究之目的為探詢台灣OTT(Over the top)影劇正版平台使用者不足的原因，以及使用者為何抗拒使用，以找出廠商未來努力的方向。研究對象分為供給面與需求面，供給面以台灣經營的正版OTT影劇應用作為研究對象；需求面則透過問卷發放，了解現有使用者的使用現況，以及在乎的屬性。 使用者對於觀劇設備的偏好，可作為平台針對目標族群優先開發的方向；在使用者在意的屬性方面，發現越常用正版的族群在意的某些屬性與整體使用者不同，越常用正版平台者越不在意「可以找到想看的劇」及「免費」，代表正版平台尚未吸引在意內容豐富程度的使用者；在戲劇內容與付費意願方面，多數使用者表示內容很重要，且願意為內容付費；曾經或正在付費的使用者傾向不因戲劇內容立即改訂其他平台，並且有半數的填答者表示願意為豐富的內容付費，因此建議內容較少的平台可藉由單片收費與月租並行提升營收與使用者忠誠度；打擊盜版讓平台正當競爭，也能創造使用者、版權方、平台的良性循環。

The mission of this thesis is to find the reason why people are reluctant to use authorized OTT (over the top services) platforms and to find the strategic directions of the OTT suppliers in the industry. This thesis targets OTT drama application platforms that provide genuine and authorized contents. At the same time, I conducted surveys using questionnaires to understand users' behaviors and the attributes they care the most. According to the findings of this thesis, the preference of devices can be a lead to the companies that want to expand their potential audiences. Another major finding of this research is that the difference of concerned attributes of platforms between authorized platform users and the general users. The more often the users use authorized platforms, the less they care about the richness of the contents. This indicates that authorized platforms aren’t attractive to those who care about this feature. Most users said contents are the most important factor and are willing to pay for rich contents. The users who are paying or have already paid said they won’t change to another platform immediately due to contents. Therefore I would recommend the platforms with fewer contents to improve customer loyalty and margin by providing pay per view and monthly subscription option. Finally, it is very important to offer platforms a healthy competition environment by expelling pirated platforms out of the market and create a positive purchase cycle among users, copyright owners and platforms.