Exploring Key Factors of Sports OTT Content; [스포츠 OTT 콘텐츠의 중요요인 탐색]

초록

PURPOSE This study aims to investigate ksports over-the-top (OTT) content and examines the misalignment between experts’ strategic priorities and consumers’ usage perceptions to inform content planning strategies. METHODS The study employed a three-stage procedure: (1) Based on a literature review and Delphi survey rounds, five evaluation domains—enjoyment, information, novelty, convenience, and exclusivity—and 20 sub-items specific to sports OTT content, were identified; (2) Analytical Hierarchy Process (AHP) analysis was applied to data from 30 OTT industry experts to determine the relative importance of each content attribute; and (3) Consumer perception analysis: Importance-Performance Analysis (IPA) was conducted on responses from 295 Korean consumers who view sports OTT content at least once per week. RESULTS The Delphi surveys yielded five primary content attribute categories: enjoyment, information, novelty, convenience, and exclusivity. The AHP analysis showed that exclusivity ranked highest among evaluation domains, whereasattractiveness was the top-ranked sub-item. IPA results placed enjoyment, fun, diversity, timeliness, uniqueness, and attractiveness in the "Concentrate Here" quadrant. Notably, attractiveness and uniqueness were identified as top-priority attributes in the AHP analysis and the "Concentrate Here" quadrants of the IPA analysis. CONCLUSIONS By employing a three-stage approach—Delphi (exploratory), AHP (expert priority derivation), and IPA (consumer perception comparison)—this study integrates analyses of experts’ strategic judgments and consumers’ experiential perceptions to provide actionable content planning priorities and user-centered improvement strategies. This study proposes a multidimensional framework of sports OTT content attributes, extending prior research that primarily focused on consumer behavior. Practically, the study offers the following implications: (1) adopt differentiation strategies cautiously, emphasizing exclusivity; (2) prioritize attributes located in the “Concentrate Here” quadrant, including enjoyment and attractiveness; and (3) sustain and improve fundamental usability features, such as search functionality and accessibility. © Korea Institute of Sport Science.

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