Analysis of OTT Service Users’ Composition of Genre Repertoire and Factors Affecting Its Size

Key Points

• This research aims to examine how genre repertoire among OTT service users is composed and what factors influence its size.
• Collected responses from 300 paid OTT service subscribers through an online survey.
• Utilized hierarchical regression analysis and social network analysis for data evaluation.
• Domestic dramas were identified as the primary genre shaping the genre repertoire.
• Differences were found in the factors determining daily, weekly, and monthly genre repertoire sizes.
• Age, consumer cosmopolitanism, perceived content diversity, perceived exploratory costs, and summarized content viewing experience were confirmed to affect repertoire size.

Abstract