臺灣OTT TV商業模式分析初探

A Preliminary Research on Taiwan OTT TV Industry

OTT TV服務的興起，近年來受到臺灣年輕一代消費者的熱烈歡迎，甚至改變了千禧世代（Millennials）的電視觀看模式，並對傳統電視業者產生威脅。OTT-TV的市場及商業模式正在世界各地快速發展，臺灣的OTT TV網站也於近兩三年逐漸開始成立發展，然而少有相關研究探討臺灣OTT-TV的商業模式，因而引發本篇的研究動機，將針對臺灣OTT TV網站的商業模式與收費模式進行比較分析。
本研究首先將根據既有產業次級資料，進行臺灣OTT TV商業模式環境的分析，包括：市場力量、產業力量、關鍵趨勢、總體經濟力量等。接著將針對臺灣具有代表性的三家OTT TV業者：LiTV、friDay影音、酷瞧，進行商業模式的分析彙整，從而找出值得臺灣業者參考的資訊、與需要進一步深入探討的問題，包括：（1）臺灣OTT TV個案的創新商業模式為何？（2）個案業者認為臺灣OTT TV產業發展的挑戰與機會為何？
本研究採用質性研究中的次級資料分析與多重個案研究法，運用業者訪談等方式，針對所選擇個案業者之經營與商業模式，採用包括關鍵合作夥伴、關鍵活動、關鍵資源、價值主張、顧客關係、通路、目標客層、成本結構及收益流九大元素的「商業模式圖」進行探討，期能分析出上述個案經營成功之特色處，並了解個案業者如何在OTT架構下，找到創新的價值與能實際運作的商業模式。

Over-The-Top-TV (OTT-TV) services has been flourishing in the recent years, and warmly welcomed by the younger generation customers in Taiwan. This results in the transformation of the Millenials’TV viewing habits in the two markets, and OTT-TV becomes a threat to the traditional TV industry. The market for OTT-TV, as well as its innovative business model, are quickly developing worldwide. On the other hand, the OTT-TV websites in Taiwan have also been established in the past 2-3 years. However, there are still few studies related to business model of OTT-TV websites in Taiwan. Therefore, this paper will aim at compare the commercial and payment models between the OTT-TV websites in Taiwan.
Based on literature review, this research will analysis the industrial environment in Taiwan, includes: market powers, industrial powers, key trends and macroeconomics. Then the study will focus on the case study of popular OTT-TV providers in Taiwan (LiTV, friDay Video, and Coture). The comparative analysis of the commercial models of these providers will shed light to crucial information and questions for the Taiwanese providers: Firstly, what are the innovative business models for OTT-TV platforms in Taiwan? And secondly, what are the development challenges and opportunities in Taiwan's OTT TV industry according to the chosen cases?
This research will utilize qualitative case studies to identify the causes of their success, including interviews with Taiwan OTT-TV service providers, and secondary source analysis with chosen cases. The Business Model Canvas for each of the OTT-TV case studies, nine dimensions-- Key Partners, Key Activities, Key Resources, Value Proposition, Customer Relationship, Channels, Customer Segments, Cost Structure, and Revenue Streams-- will be carefully analyzed. The goal of this research is to understand how the cases in OTT-TV model find innovative values and sustainable business model.