內容供應商與OTT串流影音平台的交易模式研究

本研究所要探討的主題為影視內容供應商與OTT串流影音平台的交易模式的研究，為了釐清不同的交易模式對於片商與平台業者的意義。本研究參考學者的研究，探討多邊網路平台與商家這兩種不同的模式對於OTT影音平台營運的影響，以及網路效應如何影響平台及片商的協商機制，如何透過供應鏈合約的設計來協調片商與平台商的利益。因此在第一章緒論的部分，筆者就研究背景、動機與目的，提供讀者相關背景知識，並在第二章透過對文獻的探討與回顧，進一步結合收益分享合約的概念，試圖對片商與OTT串流影音平台的交易模式，做理論上的詮釋。第三章就現行的交易模式及正在發展中的交易模式做研究。透過上述理論模型架構，在第四章就個案公司進行探討，並透過深度訪談片商及平台業者來釐清產業面對的問題以及可能的解決方案。第五章總結本研究結果與建議，並討論未來研究範疇。

關鍵字

OTT ；交易模式；影視產業；營收分享合約

並列摘要

The thesis is about the research of the transaction model between content providers and OTT video platforms. To figure out which model works best for content providers and OTT video platforms, we examine how multi-sided platforms model and merchant model is applied in OTT platform’s transaction with content provider and network effect’s influence in their negotiation mechanism and the role that revenue sharing contact play in coordinating content provider and platform’s benefit. In Chapter 1, we brief the reader the background of this thesis, illustrating the motivation and purpose of the research to give the reader an overview of what this thesis is all about. In Chapter 2, through literature review, we interpret the meaning of the current transaction model between content provider and platform via the concept of revenue sharing contract. In Chapter 3, we examine the current transaction model and its implication. Through the above model structure, in Chapter 4, we do the case study on one content provider and gather the insight from industry peer through in depth interview to figure out the possible solution to the industry’s challenge. In Chapter 5, we conclude the study, give our advice to content provider and platform and define the possible future research scope.