Exploring the Sustainability of Sports OTT Service

In South Korea, Generation Z’s influence on the growth of sports over-the-top (OTT) services is significant. For sustainable growth, OTT service providers need to focus on converting existing users into loyal customers. In this context, understanding Generation Z’s subjective perceptions of the constraints on the continued use of sports OTT services would be meaningful. Therefore, this study aims to identify and categorize the factors constraining Generation’s Z’s continued use of sports OTT services using the Q methodology. A total of 25 Q samples and 18 P samples were selected. The QUANL program was used to calculate the correlation coefficients for each respondent, and Q factor analysis was performed through principal component analysis and varimax rotation. As a result, three types were identified: ‘Demand for improvements in pricing plans and system quality’, ‘Dissatisfaction with subscription fees and demand for diverse content’, and ‘Demand for differentiated services’. The findings of this study suggest that, for Generation Z’s continued use of OTT services, it is essential to provide personalized experiences and benefits or satisfaction relative to subscription fees. On top of that, offering various pricing plans can provide flexibility in service choices and encourage continued use among Generation Z. As such, this study can provide insights into appreciating the consumption trends and factors influencing the continued use of OTT services by Generation Z and interpreting related research results in the future.