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Abstract 3 Abstract As regulatory preparation is required for the Smart Media, this report is a kind of preliminary studies for references to prepare for the reasonable future rule-makings of Smart Media, analyzing its market status from the perspective of relationship with Broadcasting which could be replaced by the Smart Media in the long run. To achieve the research goal, this study intended to analyze what relationship the Smart Media would shape with broadcasting, and suggest a list of data required to understand the market status. This study examined the recent trend of domestic and global OTT (over the top) video service which is the most similar Smart Media service to Broadcasting, and carried out a survey research intending to find the competitive relationship between the Smart Media and broadcasting. Additionally, this study preliminarily explored the way to define the Smart Media market from the competition policy perspectives. In conclusion, this study found that there was no clear substitute or complementary relationship between the Smart Media and broadcasting yet, but the Smart media could be a potential substitute of broadcasting in the future. We also concluded that a market definition should be tried from the most similar Smart Media service to broadcasting such as a live stream service of a TV-like programming over IP network. As a pioneering study focusing on the competitive relationship between Smart Media and broadcasting, this study is meaningful because it tackled with the possibility that the Smart Media could replace the broadcasting service, using an user survey. We hope this study will be a foundation for more future research and policy makings for the Smart Media.

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28. (tving), (pooq) OTT 2012, IPTV OTT. OTT, OTT. 1 Informa(2013. 9), 2013 OTT 95 2, 2017 26.4%. 3 1 OTT 2012 2013 2014 2015 2016 2017 ( : ) CAGR ( 12 17) 3,864.7 5,108.2 6,689.9 8,441.5 10,289.6 12,314.1 26.1% 3,477.8 4,413.0 5,619.5 7,221.7 9,208.2 11,360.1 26.7% 7,342.5 9,521.2 12,309.4 15,663.2 19,497.8 23,674.2 26.4% 자료 : Informa(2013. 9), OTT,.,.

3 29 3 2 OTT 2012 2013 2014 2015 2016 2017 ( : ) CAGR 13 17 5,119 6,285 7,690 9,306 11,143 13,148 20.8% 376 527 719 952 1,222 1,540 32.5% 349 488 647 815 966 1,120 26.2% 170 246 354 502 695 843 37.7% 12 50 99 167 252 326 59.9% : Informa(2013. 9) 1. OTT. OTT OTT. 2013 62 8 ( OTT 66.0%), 20.8% 2017 131. OTT OTT,. Netflix, Hulu Plus. 3 3 OTT 2012 2013 2014 2015 2016 2017 ( : ) CAGR ( 12 17) 2,329 2,961 3,708 4,453 5,181 6,025 20.9% 2,791 3,324 3,982 4,854 5,962 7,123 20.6% 5,119 6,285 7,690 9,306 11,143 13,148 20.8% : Informa(2013. 9)

30. OTT 2013 OTT 5 2, OTT 5.5%. OTT 32.5%, 2017 15 4 (Informa, 2013. 9)., Netflix UK, Prime Instant Video(2014 9 LoveFilm ). 3 4 OTT 2012 2013 2014 2015 2016 2017 ( : ) CAGR ( 12 17) 211.2 273.5 351.9 447.8 559.0 685.3 26.5% 165.2 254.1 367.7 504.2 663.8 854.9 38.9% 376.5 527.5 719.7 952.0 1,222.7 1,540.2 32.5% : Informa(2013. 9). OTT 2013 OTT 2 4, OTT 2.6%. OTT 37.7%, 2017 8, (Informa, 2013. 9).

3 31 3 5 OTT 2012 2013 2014 2015 2016 2017 ( : ) CAGR ( 12 17) 22.0 45.4 91.8 169.3 287.2 373.4 76.2% 148.4 201.4 262.8 333.6 407.8 470.3 25.9% 170.4 246.8 354.6 502.9 695.0 843.6 37.7% : Informa(2013. 9). OTT 2013 OTT 4 8 OTT 5.1%. 2017 26.2%, 2017 11 (Informa, 2013. 9). OTT. 2013 OTT 83.6%, 2017 OTT 83.5%. 3 6 OTT 2012 2013 2014 2015 2016 2017 ( : ) CAGR ( 12 17) 292.5 407.9 541.6 682.0 805.0 935.2 26.2% 56.7 80.0 105.6 132.5 160.5 184.4 26.6% 349.2 488.0 647.3 814.5 965.5 1,119.6 26.2% : Informa(2013. 9.) 2. OTT OTT. 2013

32 2013 ICT OTT. OTT, Informa(2013. 9). Informa(2013. 9) 2013 OTT 4,979, 59.9% 2017 3 2,579. 3 2 OTT, OTT 2013 0.5% 2017 1.4%. OTT 2013 OTT 79.8%, 2017 74.2%. 3 7 OTT 2012 2013 2014 2015 2016 2017 ( : ) CAGR 13 17 12.31 39.74 76.13 123.88 186.94 241.60 57.0% 0.00 10.05 23.06 43.05 64.96 84.19 70.1% 12.31 49.79 99.19 166.93 251.9 325.79 59.9% : Informa(2013. 9) 2 1. OTT. OTT,. OTT

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5 65 IPTV BTV (62.5%). OTT TV, OTT 39.2% 36.3%,., OTT, OTT 42.1% 26.5%. pooq, BTV 43.7%, 49.2% OTT., IPTV OTT 43.8%. 5 9 OTT (Base:, N=835, %)

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94 (2011),,. (2008), IPTV, (2009),,. (2013),, 1,. (2011),, 11-45. (2013), N, 13-14, (2004), : 2005 -,. (2009),, (LEG) (2014. 2. 18), TV.,,. (2010),. (2011), N, KOCCA 2011-11 ( 39 ), 2011. 9. 16.,. (2012),,. Amazon(2011. 1. 20). Amazon to Acquire LOVEFiLM International Limited. Evans, David S.(2009). Two-Sided Market Definition, Forthcoming in ABA Section of Antitrust Law, Market Definition in Antitrust: Theory and Case Studies. European Commission(2002). Market definition in the media sector-comparative

95 legal analysis, Competition DG. FCC(2013). FCC Adopts 15th Report On Video Competition. Financial Times(2013. 7. 28). YouView partners agree on expansion. Froeb, L. and G. Werden(1992). The reverse Cellophane fallacy in market delineation, Review of Industrial Organization Harris, B. & J. Simons(1989). Focusing Market Definition: How Much Substitution is Necessary? Research in Law and Economics, 12, 207-226. Hesse R.(2007). Two-Sided Platform Markets and the Application of the Traditional Antitrust Analytical Framework, Competition Policy International, Vol. 3 No 1, 191-195. Informa(2013. 9). Global, OTT Video Revenue Forecasts, 2008-2017. Informa(2014. 3). Innovation tracker: OTT-video-provider strategies. Katz, M. L. and C. Shapiro, (2003). Critical loss: Let's tell the whole story, Antitrust, Spring. Mutz, D. C., Roberts, D. F., & Vuuren D. P.(1993). Reconsidering the displacement hypothesis: Television s influence on children's time use. Communication Research, 20(1). 51 75. Netflix(2014. 7). Q2 14 Financials Statements. Noam, E. M.(2008). TV or Not TV: Three Screens, One Regulation? Working Paper, Columbia Institute for Tele-Information (CITI), Columbia University Ovum(2014. 6). OTT TV Development Tracker: 1Q14. SNL(2013). The State of Online Delivery (2014. 2. 21). Amazon to combine Prime and LOVEFiLM Instant in UK. (2014. 4. 13). Netflix increasingly dominates UK, European OTT market. (2014. 6). State of Global OTT: OTT Entities in 40 Top Markets (June 2014 Update).

96 SNL(2014. 9. 8). Netflix could see 20% of its subs in Europe by 2015. (2014. 9. 19). Netflix expands European footprint. (2013. 1. 28). Global OTT: Japan web- based OTT services. the Guardian(2011. 1. 20). Amazon takes full control of Lovefilm. (2007).. (2010. 6. 1).?60?.

97 SQ1.,?.(XX ) 1. TV 2. TV 3. IPTV 4. (SKYLIFE) 5. OTS(Olleh TV Skylife) 6., ( ) 7. ( ) (OTT) (OTT) TV TV(IPTV),,, VoD( ). (OTT) PC ( /PC),., TV(IPTV) (OTT). : TV(IPTV) VoD( ) TV, (OTT) VoD( ) PC/ (OTT) (tving), (pooq), KT TV, SK BTV, LG U+ HDTV, 5. OTT 1. (tving) CJ 2. (pooq) 3 EBS TV/TV VoD( ) TV VoD( ) PC ( )

98 OTT 3. TV KT 4. BTV SK 5. HD TV LG U+ TV KBS/TV VOD TV ( ) TV(IPTV) (pooq), TV, BTV HD TV OTT. (OTT) PC, OTT, TV. SQ2., OTT?.(YY ) 1. tving (CJ ) 2. pooq ( 3 EBS ) 3. BTV (SK ) 4. TV (KT) 5. HD TV (LG U+) 6. ( 4 ) SQ3. (SQ2 ) OTT.(YY) 1. tving (CJ ) 2. pooq ( 3 EBS ) 3. BTV (SK ) 4. TV (KT) 5. HD TV (LG U+)

99 OTT Only 1. (XX) OTT(YY )? 1 2 3 4 5 2.? (XX) OTT(YY ) 1 2 3 4 5 3. OTT(YY ), TV ( TV IPTV )? OTT(YY ) TV. TV TV TV TV TV 1 2 3 4 5

100 4. OTT(YY )? 1. ( ) 2. ( ) 4 1. ( 3 1. 1. ), OTT(YY ), (XX)?. (YY ). 1. 2. SQ2 BTV, tv, HD TV ONLY 5. OTT(YY ) TV(IPTV)? 1. TV(IPTV).( 5) 2. TV(IPTV).( 5) 3. TV(IPTV). 4. TV(IPTV).( 6) 5. TV(IPTV).( 6)

101 6. OTT(YY ) TV(IPTV)., YY TV(IPTV)? 1. YY, IPTV 2. YY IPTV 7. (YY ) TV(IPTV). TV(IPTV)? 1. YY, IPTV 2. YY IPTV OTT Only 8. OTT? 1. 2. OTT 3. OTT 4. OTT 5.,, 6.

102 9. OTT? 1. ( ) 2. ( ) 9 1., OTT? 1. tving (CJ ) 2. pooq ( 3 EBS ) 3. BTV (SK ) 4. TV (KT) 5. HD TV (LG U+) 10. OTT TV?? 1. OTT. 2. OTT. 3..

103 SQ1 BASE: TOTAL tving (CJ ) OTT pooq BTV ( 3 (SK ) EBS ) TV (KT) HD TV (LG U+) Base for % (835) (79) (71) (179) (203) (148) TV 7.7 5.1 15.5 5.0 4.9 6.1 TV 41.9 64.6 42.3 43.0 31.0 39.2 IPTV 32.8 16.5 28.2 43.6 25.1 48.0 (SKYLIFE) 8.4 3.8 7.0 5.0 16.3 2.7 OTS(Olleh TV Skylife) 9.2 10.1 7.0 3.4 22.7 4.1 Total 100.0 100.0 100.0 100.0 100.0 100.0 SQ2 OTT BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) tving (CJ ) OTT pooq ( 3 EBS ) BTV (SK ) TV (KT) HD TV (LG U+) Base for % (835) (64) (350) (274) (70) (77) (79) (71) (179) (203) (148) tving(cj ) 21.0 15.6 22.9 20.8 17.1 20.8 100.0 29.6 16.2 11.8 14.9 pooq( 3 EBS ) BTV (SK ) 20.0 28.1 18.0 22.6 14.3 18.2 22.8 100.0 17.3 12.8 14.2 28.1 20.3 28.6 35.4 17.1 16.9 10.1 9.9 100.0 7.9 16.9 TV (KT) 32.8 26.6 24.3 28.8 52.9 72.7 12.7 21.1 15.1 100.0 12.8 HD TV(LG U+) 23.0 20.3 21.7 29.9 10.0 18.2 8.9 9.9 6.1 9.4 100.0 18.6 32.8 20.3 15.0 22.9 7.8 0.0 0.0 0.0 0.0 0.0

104 SQ3 OTT BASE: TOTAL TV TV IPTV (SKYLIFE) OTS(Olleh TV Skylife) Base for % (680) (43) (279) (233) (54) (71) tving(cj ) 11.6 9.3 18.3 5.6 5.6 11.3 pooq( 3 EBS ) BTV (SK ) 10.4 25.6 10.8 8.6 9.3 7.0 26.3 20.9 27.6 33.5 16.7 8.5 TV (KT) 29.9 23.3 22.6 21.9 61.1 64.8 HD TV(LG U+) 21.8 20.9 20.8 30.5 7.4 8.5 Total 100.0 100.0 100.0 100.0 100.0 100.0 1 BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) tving (CJ ) OTT pooq ( 3 EBS ) BTV (SK ) TV (KT) HD TV (LG U+) Base for % (680) (43) (279) (233) (54) (71) (79) (71) (179) (203) (148) 2.1 2.3 2.2 1.3 3.7 2.8 2.5 2.8 1.1 2.5 2.0 11.3 23.3 11.8 9.0 3.7 15.5 20.3 18.3 6.1 12.3 8.1 50.4 37.2 54.5 46.4 59.3 49.3 51.9 35.2 54.2 53.2 48.6 30.3 30.2 27.2 36.1 20.4 31.0 24.1 35.2 31.8 27.1 33.8 5.9 7.0 4.3 7.3 13.0 1.4 1.3 8.5 6.7 4.9 7.4 Bot2 13.4 25.6 14.0 10.3 7.4 18.3 22.8 21.1 7.3 14.8 10.1 Mid 50.4 37.2 54.5 46.4 59.3 49.3 51.9 35.2 54.2 53.2 48.6 Top2 36.2 37.2 31.5 43.3 33.3 32.4 25.3 43.7 38.5 32.0 41.2 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

105 2 BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) tving (CJ ) OTT pooq ( 3 EBS ) BTV (SK ) TV (KT) HD TV (LG U+) Base for % (680) (43) (279) (233) (54) (71) (79) (71) (179) (203) (148) 1.6 2.3 2.2 1.7.0.0 1.3.0 1.7 2.5 1.4 12.8 18.6 11.8 14.2 5.6 14.1 15.2 21.1 11.2 12.8 9.5 52.1 46.5 54.1 51.9 55.6 45.1 58.2 40.8 54.2 52.7 50.7 28.5 27.9 28.0 26.6 29.6 36.6 24.1 32.4 25.7 28.1 33.1 5.0 4.7 3.9 5.6 9.3 4.2 1.3 5.6 7.3 3.9 5.4 Bot2 14.4 20.9 14.0 15.9 5.6 14.1 16.5 21.1 12.8 15.3 10.8 Mid 52.1 46.5 54.1 51.9 55.6 45.1 58.2 40.8 54.2 52.7 50.7 Top2 33.5 32.6 31.9 32.2 38.9 40.8 25.3 38.0 33.0 32.0 38.5 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 3 TV BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) tving (CJ ) OTT pooq ( 3 EBS ) BTV (SK ) TV (KT) HD TV (LG U+) Base for % (680) (43) (279) (233) (54) (71) (79) (71) (179) (203) (148) 1.8.0 1.8 1.7.0 4.2 1.3 4.2.0 2.5 2.0 8.1 9.3 7.9 7.3 5.6 12.7 7.6 9.9 6.7 10.8 5.4 63.4 46.5 65.2 67.4 61.1 54.9 79.7 59.2 63.7 60.1 60.8 22.8 41.9 20.8 19.3 27.8 26.8 10.1 23.9 24.6 23.2 26.4 4.0 2.3 4.3 4.3 5.6 1.4 1.3 2.8 5.0 3.4 5.4 Bot2 9.9 9.3 9.7 9.0 5.6 16.9 8.9 14.1 6.7 13.3 7.4 Mid 63.4 46.5 65.2 67.4 61.1 54.9 79.7 59.2 63.7 60.1 60.8 Top2 26.8 44.2 25.1 23.6 33.3 28.2 11.4 26.8 29.6 26.6 31.8 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

106 표 4 OTT 서비스지속사용의향 BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) tving (CJ ) OTT pooq ( 3 EBS ) BTV (SK ) TV (KT) HD TV (LG U+) Base for % (680) (43) (279) (233) (54) (71) (79) (71) (179) (203) (148) 74.9 81.4 71.3 76.4 75.9 78.9 67.1 64.8 75.4 74.9 83.1 25.1 18.6 28.7 23.6 24.1 21.1 32.9 35.2 24.6 25.1 16.9 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 4 1 OTT BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) tving (CJ ) OTT pooq ( 3 EBS ) BTV (SK ) TV (KT) HD TV (LG U+) Base for % (509) (35) (199) (178) (41) (56) (53) (46) (135) (152) (123) 59.5 62.9 55.8 62.9 68.3 53.6 69.8 78.3 58.5 56.6 52.8 40.5 37.1 44.2 37.1 31.7 46.4 30.2 21.7 41.5 43.4 47.2 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 5 OTT IPTV BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) BTV (SK ) OTT TV (KT) HD TV (LG U+) Base for % (530) (28) (198) (200) (46) (58) (179) (203) (148) IPTV IPTV 5.7 0.0 7.6 3.0 10.9 6.9 6.1 5.9 4.7 35.8 39.3 35.4 38.0 30.4 32.8 35.2 34.0 39.2

107 BASE: IPTV IPTV IPTV TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) BTV (SK ) OTT TV (KT) HD TV (LG U+) 50.4 57.1 48.5 54.0 50.0 41.4 49.7 51.7 49.3 7.5 3.6 8.6 4.5 8.7 15.5 8.4 7.9 6.1 0.6 0.0 0.0 0.5 0.0 3.4 0.6 0.5 0.7 Bot2 8.1 3.6 8.6 5.0 8.7 19.0 8.9 8.4 6.8 Mid 50.4 57.1 48.5 54.0 50.0 41.4 49.7 51.7 49.3 Top2 41.5 39.3 42.9 41.0 41.3 39.7 41.3 39.9 43.9 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 6 OTT IPTV BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) BTV (SK ) OTT TV (KT) HD TV (LG U+) Base for % (220) (11) (85) (82) (19) (23) (74) (81) (65) OTT, IPTV OTT IPTV 70.9 81.8 77.6 65.9 52.6 73.9 68.9 66.7 78.5 29.1 18.2 22.4 34.1 47.4 26.1 31.1 33.3 21.5 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

108 7 OTT IPTV BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) BTV (SK ) OTT TV (KT) HD TV (LG U+) Base for % (43) (1) (17) (10) (4) (11) (16) (17) (10) OTT, IPTV OTT IPTV 55.8 100.0 47.1 60.0 75.0 54.5 62.5 52.9 50.0 44.2 0.0 52.9 40.0 25.0 45.5 37.5 47.1 50.0 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 8 OTT BASE: TOTAL TV TV IPTV (SKYLIFE) OTS (Olleh TV Skylife) Base for % (155) (21) (71) (41) (16) (6) OTT OTT OTT,, 51.0 38.1 56.3 51.2 50.0 33.3 5.2 9.5 4.2 4.9 6.3 0.0 23.9 28.6 19.7 22.0 31.3 50.0 1.9 0.0 1.4 2.4 6.3 0.0 14.8 19.0 12.7 19.5 6.3 16.7 3.2 4.8 5.6 0.0 0.0 0.0 Total 100.0 100.0 100.0 100.0 100.0 100.0

109 9 ( ) OTT BASE: 전체 TOTAL 아날로그케이블 TV 디지털케이블 TV 주사용유료방송서비스 IPTV 위성방송 (SKYLIFE) OTS (Olleh TV Skylife) Base for % (155) (21) (71) (41) (16) (6) 예 ( 사용의향있음 ) 아니오 ( 사용의향없음 ) 38.1 38.1 42.3 31.7 37.5 33.3 61.9 61.9 57.7 68.3 62.5 66.7 Total 100.0 100.0 100.0 100.0 100.0 100.0 9 1 (OTT ) OTT BASE: TOTAL TV TV IPTV (SKYLIFE) OTS (Olleh TV Skylife) Base for % (59) (8) (30) (13) (6) (2) tving(cj ) 10.2 12.5 6.7 15.4 0.0 50.0 pooq( 3 EBS ) BTV (SK ) 16.9 25.0 13.3 23.1 16.7 0.0 27.1 12.5 40.0 7.7 33.3 0.0 TV (KT) 27.1 25.0 23.3 38.5 16.7 50.0 HD TV(LG U+) 18.6 25.0 16.7 15.4 33.3 0.0 Total 100.0 100.0 100.0 100.0 100.0 100.0

110 10 OTT OTT OTT BASE: TOTAL TV TV IPTV (SKY LIFE) OTS (Olleh TV Skylife) tving (CJ ) pooq ( 3 EBS ) BTV (SK ) TV (KT) HD TV (LG U+) Base for % (835) (64) (350) (274) (70) (77) (79) (71) (179) (203) (148) (680) (155) OTT. OTT. 39.2 35.9 41.7 38.3 37.1 35.1 34.2 43.7 49.2 39.9 39.9 42.1 26.5 36.3 35.9 30.0 43.8 31.4 42.9 40.5 38.0 36.9 37.9 32.4 36.8 34.2 24.6 28.1 28.3 17.9 31.4 22.1 25.3 18.3 14.0 22.2 27.7 21.2 39.4 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

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