OTT 서비스 사용 로그를 통한 세그멘테이션 및 데이터 기반 페르소나 개발에 관한 사례연구: 넷플릭스 서비스를 중심으로 = The Case Study on Development of Segmentation and Data-driven Persona Based on OTT Service Usage Logs: Focusing on Netflix

다국어 초록 (Multilingual Abstract)

The emergence of Over-the-Top (OTT) services has had a widespread impact on the media industry by providing users with new content experiences. Moving away from the traditional passive viewing approach, users now experience viewing in an active environment, wherein they selectively watch the content they want, when they want. This environment has promoted the personalization and diversification of viewing habits, emphasizing the importance of finely segmenting and understanding user characteristics. In this study, we analyzed personalized viewing habits and preferences in depth using user data of the Netflix streaming service. The cluster-specific data-driven personas developed through this research provide a foundation for companies to identify and understand customers and improve interactions with them more accurately. The research results derived unique segments with their own preferences and behavioral patterns based on user log data, enabling OTT platforms to understand the diverse needs of users and gain detailed insights into user behavior patterns. This study presents a more sophisticated and flexible approach than traditional user modeling. It is expected to lay the groundwork for customized marketing strategies and significantly contribute to the development of user-centric strategies for OTT platforms.