The global video-on-demand (VOD) market is experiencing drastic change due to the rise of over-the-top (OTT) services such as Netflix and YouTube. Traditional Pay TV service providers such as internet protocol television (IPTV) operators and cable TV providers are making efforts to cope with such changes. One of the ways for such providers to remain competitive is to use the proper service models of VODs and the download-to-own (DTO) model can be a very attractive service model for IPTV operators. While many previous studies have examined VOD success, there is a lack of research on the factors that influence VOD success for the DTO model. Thus, this study examined the characteristics of movie VODs as the determinants of DTO performance in the Korean VOD market by analyzing 433 movies offered in 2017 and 2018 via SK Broadband VOD platforms, a major IPTV operator in Korea. The results indicate that G-rated movies, sequel movies, movies with fandom, and those with popular original soundtrack (OST) are likely to have higher sales via a DTO model than other movies. This study provides practical implications for Pay TV service providers, VOD platforms, movie producers, and governments.

由于诸如Netflix和YouTube的OTT（OTT）服务的兴起，全球视频点播（VOD）市场正在发生巨大变化。诸如互联网协议电视（IPTV）运营商和有线电视提供商之类的传统付费电视服务提供商正在努力应对这种变化。此类提供商保持竞争力的一种方式是使用适当的VOD服务模型，而下载至拥有（DTO）模型对于IPTV运营商而言可能是一种非常有吸引力的服务模型。尽管以前的许多研究都检查了VOD成功，但仍缺乏关于影响DTO模型VOD成功的因素的研究。因此，这项研究通过分析2017年和2018年通过SK Broadband VOD平台提供的433部电影，考察了电影VOD的特性，这些特性是决定韩国VOD市场中DTO表现的因素，韩国主要的IPTV运营商。结果表明，通过DTO模型，G级电影，续集电影，具有狂热性的电影以及具有流行原声带（OST）的电影很可能比其他电影具有更高的销量。这项研究为付费电视服务提供商，VOD平台，电影制片人和政府提供了实际的启示。