不同類型IPTV之市場競爭：從區位理論檢視PPStream、土豆網與Youtube之競爭

A Niche Analysis of the Competition among PPStream, Tudou, and YouTube: A Study of the Internet Protocol Television Industry in Taiwain

隨著數位匯流，網路電視應運而生，改變閱聽人的收視型態。有別於過去相關研究，本研究從產業分析的政策觀點進行，以閱聽人為主軸探討不同媒體的競爭優劣勢。此外，跳脫過去區位研究以比較新舊媒體的優劣為主，本研究以區位理論檢視PPStream、土豆網以及YouTube，此三種新興媒體之競爭優劣勢。採用網路問卷調查法，回收有效問卷1,702份。結果發現，YouTube在所有閱聽人滿足面向上偏向通才；PPStream在娛樂／情感性、節目完整性／收視流暢性資源相關面向傾向通才，其他兩個區位面向偏向專才；土豆網在互動性區位寬度大於PPStream，其他三個區位面向都低於兩者，故土豆網在資源使用上較偏向專才。整體而言，雖然YouTube在各種閱聽人資源面向有優勢，但競爭最激烈的為PPStream與土豆網，YouTube與土豆網則偏向互補。

As Internet technologies have developed, the popularity of Internet Protocol television (IPTV) has increased and the viewing behavior of the public has changed. In contrast to previous studies, we focused on the audience response to 3 new types of IPTV to analyze their competitiveness in the Taiwanese television market. Using the niche theory as a theoretical framework, we investigated the competition among 3 types of IPTV: PPStream, Tudou, and YouTube. An online survey was used to collect data for this study and 1,702 valid questionnaires were obtained. The data analysis shows that YouTube occupies the top position in terms of niche breadth, niche overlap, and competitive superiority. However, strong competition exists between PPStream and Tudou.