Kids content as IPTV operator's new differentiator: The Korean case

In South Korea, IPTV operators have remained relatively stable, but their growth is slowing. The challenges faced by IPTV operators stem from the proliferation of various devices and the emergence of global OTT platforms as an alternative to IPTV. In this context, Korean IPTV operators are focusing on a strategy to retain family users with kids content serving as a differentiating factor. Accordingly, this study mainly aims to examine the disparities in how each Korean IPTV operator leverages kids content as a strategic resource. Furthermore, employing a case study methodology and the resource-based view (RBV) as its theoretical framework, this study also examines how the three IPTV operators contend with YouTube in kids content. The study found that kids content offered by Korean IPTV operators has a competitive advantage over YouTube in the dimensions of education, entertainment, and safety for kids. The results underscored the role of kids content as a pivotal component in the broader strategy of IPTV operators, specifically their efforts to cater to family-oriented customers and respond to the challenge of global OTT platforms.