以社會網絡分析初探臺灣OTT產業生態網絡與失衡

Qualitative Structural Analysis of Taiwan’s Over-the-Top Industry Ecological Network and Imbalances

本研究探討境外大型OTT影響本土產業生態失衡與解方，結合社會網絡相關理論與質化網絡分析，採深度訪談、焦點座談及紮根理論三級編碼方法，繪製「臺灣OTT產業網絡生態圖」，顯示Netflix獲有利社會資本，居產業網絡中心，本土業者散在較外圈位置。運用社會資本循環圈檢視並建議：強化外部合作夥伴以提升產業網絡結構資本、建立多元對等區域合作擴展關係資本、保留優質內容IP與平台並重提升核心資本，將OTT納入國家戰略產業，補強政策資本。

This study presents potential solutions to the effects of global over-thetop (OTT) platforms on imbalances within the local industry ecosystem in Taiwan. On the basis of social network theory, grounded theory, and qualitative structural analysis, in-depth interviews and focus groups were conducted to construct Taiwanese OTT network maps. The results indicated that Netflix has gained notable social capital and maintains a central position within the industry network, whereas the majority of local OTT players remain at the periphery. A social capital cycle was applied to present the following suggestions. The first suggestion is to develop structures that foster beneficial and reciprocal relationships between industry players and external partners to strengthen network structural capital. The second suggestion is to establish diverse and equitable regional cooperation markets to expand international collaboration opportunities and relational capital. The third suggestion is to prioritize both content and platforms and to retain high-quality intellectual properties to boost the core capital of local OTTs. The fourth suggestion is to incorporate OTT strategies into national strategic industries with cross-ministerial coordination to strengthen policy capital.