평점에 따른 OTT 서비스 콘텐츠의 성공과 실패 요인 분석

• 영문명: Analysis of Success and Failure Factors of OTT Service Contents According to the Rating: Focus on Netflix
• 발행기관: 한국산업경영시스템학회
• 저자명: 홍지수(Ji-Soo Hong) 박진수(Jin-Soo Park) 강성우(Sung-Woo Kang)
• 간행물 정보: 『산업경영시스템학회지』제44권 제4호, 65~75쪽, 전체 11쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2021.12.31

영문 초록

This study explores multiple variables of an OTT service for discovering hidden relationship between rating and the other variables of each successful and failed content, respectively. In order to extract key variables that are strongly correlated to the rating across the contents, this work analyzes 170 Netflix original dramas and 419 movies. These contents are classified as success and failure by using the rating site IMDb, respectively. The correlation between the contents, which are classified via rating, and variables such as violence, lewdness and running time are analyzed to determine whether a certain variable appears or not in each successful and failure content. This study employs a regression analysis to discover correlations across the variables as a main analysis method. Since the correlation between independent variables should be low, check multicollinearity and select the variable. Cook s distance is used to detect and remove outliers. To improve the accuracy of the model, a variable selection based on AIC(Akaike Information Criterion) is performed. Finally, the basic assumptions of regression analysis are identified by residual diagnosis and Dubin Watson test. According to the whole analysis process, it is concluded that the more director awards exist and the less immatatable tend to be successful in movies. On the contrary, lower fear tend to be failure in movies. In case of dramas, there are close correlations between failure dramas and lower violence, higher fear, higher drugs.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 방법론

Ⅳ. 실험

Ⅴ. 결론 및 향후 연구

Acknowledgements

References

키워드

Factor of Success and Failure OTT Service Contents Netflix