As OTT services occupy a significant position in the media industry, OTT operators are expanding their content production and investment to enhance their competitiveness.However, amidst intense competition, new market entrants require content strategies that differentiate themselves while considering profitability.Simply creating original content is insufficient; sophisticated strategies are needed to satisfy diverse user demands and preferences.Therefore, vertical OTT platforms specializing in personalized and genre-specific services are gaining attention.Consequently, this study focuses on establishing a theoretical foundation through literature review and analyzing case studies of domestic and international vertical OTT platforms like Laftel, Heavenly, and MOA.It also involves collecting user requirements and preferences through in-depth interviews to propose directions for enhancing content delivery and related services.
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Do et al. (2024) studied this question.
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