Search engines and over-the-top (OTT) services, which provide Internet media content, have become increasingly important as Internet usage and the number of websites have spread worldwide. This study examined 1) how Internet proliferation in a given country affects the market shares of domestic and global search engine companies, and 2) how search engine shares in domestic markets affect the global market share of domestic OTT industry. The results showed that 1) wired Internet proliferation has a positive effect on the market shares of domestic search engines, while wireless Internet proliferation has a negative effect. In contrast, wired Internet proliferation has a negative effect on the market shares of global search engines, while wireless Internet has a positive effect. In addition, 2) an increase in the market shares of domestic search engine companies has a positive effect on the global market share of domestic OTT industry. The findings of this study have practical implications for strategy development of related companies and offer empirical evidence for the interdependence of growth in the Internet and entertainment and media markets.

随着Internet的使用和网站数量的广泛分布，提供Internet媒体内容的搜索引擎和互联网（OTT）服务变得越来越重要。这项研究研究了1）给定国家/地区的互联网扩散如何影响国内和全球搜索引擎公司的市场份额，以及2）国内市场上搜索引擎的份额如何影响国内OTT行业的全球市场份额。结果表明：1）有线互联网的普及对国内搜索引擎的市场份额有积极影响，而无线互联网的普及则有负面影响。相反，有线互联网的普及对全球搜索引擎的市场份额具有负面影响，而无线互联网则具有积极的影响。此外，2）国内搜索引擎公司市场份额的增加对国内OTT行业的全球市场份额产生积极影响。这项研究的发现对相关公司的战略发展具有实际意义，并为互联网，娱乐和媒体市场的增长相互依存提供了经验证据。