earticle

영어

This study aims to exploit additional revenue streams for subscription-based OTT services that face a negative free cash flow. The study examines consumers’ evaluation of subscription plans bundled with different revenue streams, including advertising, personal data sharing, and premium membership, with discounts and privileges provided as incentives. The results of a conjoint analysis indicate that discounts can serve as an effective incentive for OTT subscribers to trade their data with third parties or endure advertising, implying a personal data market in the media industry; however, privileges that can motivate users to purchase a premium subscription need to be further explored. This study indicates a new approach for OTT services to create additional revenues and also direct the further discussion regarding the hybrid revenue models applied to streaming platforms in literature.