일본 OTT 플랫폼 산업 연구: TVer를 중심으로

Recently, OTT platform industry has been slowing down. The Korean OTT market is also gradually becoming saturated, and fiercer competition is expected. As the OTT platform industry enters a mature stage around the world, preventing subscribers from leaving and establishing various and stable profit models through differentiated competitiveness and operation strategies among OTT service providers is emerging as an important task. K-OTT platform operators are fiercely competing for survival with global OTT companies such as Netflix and Disney+. Sales of major K-OTT platform operators posted high gains in 2021, but posted an operating loss of 150 billion won. Therefore, K-OTT operators urgently need a strategy to respond to market changes. Japan, which is a global content powerhouse and boasts a high market share of local OTT in the OTT platform industry, is doing well in competition with global OTT. It is necessary to establish a strategy to strengthen the competitiveness of K-OTT platforms through consideration of Japanese strategies to protect domestic content and respond to changes in the OTT market. TVer, an integrated OTT operator of Japanese private broadcasting stations, provides 100% free content and is a competitive local OTT company with 358.77 million monthly video views in May 2023. This study suggested ways to expand the market share of K-OTT operators and secure content competitiveness by analyzing the current status of the Japanese OTT industry and TVer.