OTT 기반 영상콘텐츠 제작 스타트업의 스케일업 (Scale-up) 전략 분석 연구 . 와이낫미디어 사례를 중심으로

Recently, the media industry is changing rapidly with the growth of OTT, and the industry is reorganizing around the content. However, domestic production companies, which should play an important role in this era, are still questioning the possibility of growth due to unfair practices with broadcasters. Therefore, this study tried to find out the implications for the problems facing production companies through the growth case of video content production startup "Whynot Media," which stands out based on OTT　even in this situation.　To this end, dynamic capabilities theory, which is easy to analyze corporate capabilities and strategies in a rapidly changing environment, was applied, and Whynot Media's strategy and growth process were analyzed in terms of 'Sensing', 'Seizing', and 'Reconfiguration', which are components of dynamic capabilities. As a result of the study, it was confirmed that OTT First, content IP possession, upbringing and utilizing rookies, participation in advertising business, high data utilization, business diversification, and internal process advancement showed different strategies and capabilities from common TV production companies. In addition, it was inferred that these strategic choices and accumulated capabilities affected not only the success of content and various business, but also the financial performance such as sales and total assets with steady and high growth. Through these analysis results, this study drew implications that in order for small and medium-sized production companies to grow, it is necessary to secure content IP, discover cash cow business, establish signature processes, and establish management strategies through careful analysis of markets and products.