인도네시아 OTT 산업 연구: Vidio를 중심으로

The global OTT platform industry is continuously growing. However, the Korean OTT platform operators are showing a large deficit and are performing worse than the K-content craze. K-OTT operators need a response strategy to overcome the crisis. It is time for the K-OTT platform to enter the global market so that globally competitive K-content and various global contents can be viewed through the K-OTT platform. Recently, Indonesian OTT platform industry is attracting attention among Asian countries. Indonesia ranks fourth in the world with about 280 million people, and the average age is 29.7 years. As a result of a survey on overseas OTT usage behavior and market in 2023, K-content in the Indonesian OTT market is showing higher ratings than local contents. This study analyzed the current status of the Indonesian OTT industry and the Indonesian local OTT platform Vidio. In addition, through the analysis of the Indonesian OTT industry policy and the Korean OTT industry, a plan to enter the Indonesian OTT market was derived. As a result of the analysis, strategies such as focusing on the K-content craze, promotion using the Korean Wave fandom culture, marketing considering Indonesian income level and communication infrastructure, local carrier partnerships, and local content localization are needed.