An Analysis of OTT Service Review Using Text Mining: Focusing on the Competitive Advantage of Local Service 


Vol. 46,  No. 4, pp. 722-733, Apr.  2021
10.7840/kics.2021.46.4.722


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  Abstract

After Netflix entering the domestic market in 2016, the domestic OTT market is in fierce competition for survival. This study investigates the types of user comments for OTT services and identifies the key characteristics of each individual service. To do this, this paper collects the user comments from Google Playstore of 12 OTT services. As a result of the topical modeling analysis, user response to OTT can be categorized as 1) content quality, 2) service quality, (3) costs and payments, and 4) advertising and delay avoidance. Sentiment analysis is conducted to identify OTT services and their types that received positive reviews from users. Services with the higher user evaluation had a competitive advantage in content quality including subtitles, and the quality of service. Positive evaluations on domestic platforms can be expected to change the competitive landscape of the domestic OTT market in the long term.

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  Cite this article

[IEEE Style]

H. Cho, S. Kang, M. H. Ryu, "An Analysis of OTT Service Review Using Text Mining: Focusing on the Competitive Advantage of Local Service," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 4, pp. 722-733, 2021. DOI: 10.7840/kics.2021.46.4.722.

[ACM Style]

Hosoo Cho, Seongan Kang, and Min Ho Ryu. 2021. An Analysis of OTT Service Review Using Text Mining: Focusing on the Competitive Advantage of Local Service. The Journal of Korean Institute of Communications and Information Sciences, 46, 4, (2021), 722-733. DOI: 10.7840/kics.2021.46.4.722.

[KICS Style]

Hosoo Cho, Seongan Kang, Min Ho Ryu, "An Analysis of OTT Service Review Using Text Mining: Focusing on the Competitive Advantage of Local Service," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 4, pp. 722-733, 4. 2021. (https://doi.org/10.7840/kics.2021.46.4.722)

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pISSN : 1226 - 4717
eISSN : 2287 - 3880