數位影音串流服務之行銷策略研究-以HBO Go為例

Abstract

近年來，Netflix、KKTV、LiTV等國內外OTT (over-the-top)數位影視串流平台逐漸成為國人娛樂的重要媒介。OTT平台讓觀眾可以隨時隨選觀看影片，不再需要被電視頻道和節目時程表所限制。這樣新穎觀看影片模式的改變大幅衝擊了傳統影視產業的商業模式，促使傳統電視媒體紛紛轉向OTT的經營模式。然而，真正轉型成功的電視媒體並不多。因此，本論文同時蒐集業者和消費者的觀點，透過質性訪談和問卷調查，提出數位影視串流服務之行銷策略建議。

OTT (over-the-top) digital video streaming services, such as Netflix, KKTV, and LiTV, have gradually become an important source of entertainment in our daily life. While the market shares of traditional film and television industries remain declining, many traditional media companies have started to operate their own OTT platforms. However, there have been limited success cases among these attempts. Therefore, this study aims to explore the marketing strategies for OTT digital video streaming services through qualitative interviews and quantitative surveys with both industry practitioners and consumers. Results, implications and directions for future research are then discussed.