年輕族群視角下的Netflix與Disney+競爭分析：以區位理論為框架

A Niche Analysis on the Competition of Taiwan Overseas OTT Platforms from the Perspective of Young Audience

2016年台灣開啟了OTT平台的戰國時代，由跨國平台Netflix拔得頭籌，在所有使用OTT平台的民眾中，以市佔61.9％的成績單，在台灣市場拿下霸主寶座。2021年11月，擁有豐富的原創內容與獨有的IP資源，且推出16個月內即吸引全球超過1億訂閱戶的跨國平台Disney+登陸台灣，被視為是Netflix最強勁敵。本研究依據Dimmick提出的「區位理論」作為研究框架，運用網路內容分析、問卷調查與深度訪談蒐集資料，特別以平台主要收視的年輕族群視角，分析Netflix與Disney+在台灣的競爭情況。本研究以閱聽人資源面向切入，分析兩者在「娛樂性」、「創新性」、「易用性」與「懷舊性」等相關區位面向上的競爭優劣。研究發現除了「懷舊性」，Netflix在其他面向的區位寬度均大於Disney+，顯示二者雖有競爭關係，卻因各自的優勢而處於共存的局面。研究結果可提供相關產業之參考。

Adopting the niche theory, this study examined the competition between Netflix and Disney+ in terms of niche breadth, niche overlap and competitive superiority, from the perspective of young audience. The study examined two important resources used in the media industry: gratifications obtained and gratification opportunities. Four types of consumer gratification were used as the basis for comparison and analysis: diversion gratification, invention gratification, perceived ease of use, and nostalgia gratification. Three methods were adopted to collect data. The first was to conduct the content analysis of the two platforms. The second was to conduct in-depth interviews with 11 users of the two platforms. The third method involved conducting an online survey. The results showed that, in addition to nostalgia, Netflix has a broader niche breadth than Disney+. Despite their competitive relationship, the two platforms coexist due to their respective advantages.