K-OTT 플랫폼의 베트남 OTT 시장 진출 방안

OTT platform industry is continuously growing worldwide. In particular, the Asian OTT platform market is attracting attention as a key growth region thanks to the increase in mobile-based content consumption. However, as the K-OTT platform industry faces limitations of growth in the domestic market, it is time to establish strategies to overcome them. K-OTT operators should actively consider entering overseas markets. In other words, it is necessary to establish a strategy so that competitive K-content and various high-quality global content can be viewed through the K-OTT platform service. Among Asian countries, the Vietnamese OTT platform market is a big issue. Vietnam is a representative Southeast Asian country where digital content consumption is exploding based on a relatively young population structure, high smartphone penetration rate, and rapidly spreading Internet infrastructure. This study analyzed the current status and policies of the Vietnamese OTT industry, and Vietnam's local OTT platform VieON, and derived a plan to enter the Vietnamese OTT market through analysis of the Korean OTT industry and policy. As a result of the analysis, strategic advancement using K-content is possible, and a content distribution strategy based on local partnerships is needed. It is essential to introduce localized customized pricing plan and marketing strategies. It also requires an accurate analysis of Vietnam's digital transformation policy and OTT industry regulatory system and a legal response strategy. In particular, it is required to prepare countermeasures for content deliberation and local server installation obligations. In order to strengthen the K-OTT platform's own competitiveness and advance into the global OTT platform market, it is necessary to expand the government's effective support policy.