Platform service providers in Korea and worldwide have launched over-the-top (OTT) bundled services, which increase market competitiveness. Forecasting the market expansion strategies of these providers can thus shed light on their future actions and influence government policies. In this context, this is the first study to analyze consumer preferences for bundled pay-TV and OTT services. However, due to a lack of market data availability, we conducted a discrete choice experiment and analyzed the marginal utilities of attributes using a mixed logit model. The results demonstrate that consumers expect an additional discount for pay-TV services when bundled with OTT services and that the more bundled services they currently use, the less sensitive they are to the discount rate. Furthermore, we found that OTT and TV broadcasting services have a complementary, rather than a substitute, relationship. Finally, according to a simulation analysis for the Korean broadcasting market, bundling OTT services to expand the market share of pay-TV service providers was largely ineffective.

韩国和全球的平台服务提供商已经推出了OTT（OTT）捆绑服务，从而提高了市场竞争力。因此，预测这些提供商的市场扩展策略可以阐明他们的未来行动，并影响政府的政策。在这种情况下，这是第一项分析消费者对捆绑付费电视和OTT服务的偏好的研究。但是，由于缺乏市场数据的可用性，我们进行了离散选择实验，并使用混合logit模型分析了属性的边际效用。结果表明，与OTT服务捆绑在一起时，消费者期望付费电视服务获得额外的折扣，并且他们当前使用的捆绑服务越多，他们对折扣率的敏感性就越低。此外，我们发现OTT和电视广播服务具有互补关系，而不是替代关系。最后，根据对韩国广播市场的仿真分析，捆绑OTT服务以扩大付费电视服务提供商的市场份额在很大程度上是无效的。