Value Production Mechanisms of BTS Comeback Events in OTT Platform Environments: A Study Based on Platform Capitalism and the Experience Economy

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Key Points

This research aims to analyze how BTS comeback events in OTT platform environments reshape value production in the K-POP industry.
Qualitative case analysis of official videos, promotional materials, platform responses, and offline examples.
Theoretical framework based on platform capitalism, experience economy, and transmedia storytelling.
Structured stages of platform-based value production: emotional organization, participation concentration, data conversion, asset extraction, and value transformation.
OTT platforms transformed user engagement into focused events that convert attention into data.
Live streaming created a collective experience, capturing emotions and participation in a transmedia structure.
The study found a cyclic structure linking emotion, participation, data, and value within the K-POP industry.

Qualitative study analyzes BTS comeback events on OTT platforms, suggesting new value production methods in K-POP.

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Kwon et al. (2026) studied this question.

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