Analysis of User Perception on the Transition of Professional Baseball Online Streaming Platforms : Focusing on Topic Modeling and Sentiment Analysis

The purpose of this study is to investigate user perception and platform conversion for real-time online professional baseball broadcasting, and to suggest an effective way to provide sports content. The results of TF-IDF analysis, LDA topic modeling, and emotional analysis are as follows: 1. TF-IDF Analysis: The top 10 words were free, watched, paid, used, planned, subscription plan, advertisement, service, broadcast and possible. 2. LDA topic modeling: Six topics were derived, and paid and free keywords appeared in common in all topics. Keywords such as real-time, relay, and content were also repeated in several topics. 3. Emotional Analysis: Positive emotions were derived from most topics, but negative emotions appeared in topic 4. This seems to reflect content-related issues in the early stages of the conversion to pay. In the trend of converting sports broadcasting to paid service, it is necessary to establish and implement a strategy so that users can clearly recognize the differentiated value of paid services. Through this, it will be possible to increase user satisfaction and effectively deliver the value of paid services.