The objective of this manuscript is to investigate the determinants influencing the selection of over-the-top (OTT) platforms as opposed to traditional television mediums—cable, Internet protocol television (IPTV), and satellite broadcasting—for the consumption of content such as television shows and films. Employing data extracted from the 2020 Media Panel comprising 423,851 observations garnered from personal media diaries, this study scrutinizes the impacts of individual attributes, environmental conditions, and temporal factors on platform choice. The findings reveal a temporal influence characterized by a “Friday effect” and a heightened preference for OTT platforms during early afternoon (12:00–16:00) and late-night hours (00:00–04:00). Notably, the likelihood of selecting OTT platforms is significantly augmented during the late-night period in comparison to other time frames. In relation to individual characteristics, variables such as male gender, younger age, higher educational attainment, and elevated income levels were positively correlated with a predilection for OTT platforms. Additionally, environmental variables such as possession of an unlimited data plan and ownership of a tablet personal computer also emerged as significant predictors for OTT preference. Furthermore, the presence of a beam projector during late-night hours and residing in a household with multiple occupants during afternoon hours also served as contributing factors for OTT utilization. In conclusion, the study offers critical insights for stakeholders in both traditional television and burgeoning OTT markets, providing data-driven recommendations for the strategic allocation of resources in consideration of day-of-week and time-of-day variables.

中文翻译：

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一天中的时间和一周中的某一天对电视和 OTT 媒体选择的影响：来自韩国的证据

本手稿的目的是调查影响选择 OTT 平台而不是传统电视媒体（有线电视、互联网协议电视 (IPTV) 和卫星广播）的决定因素，以消费以下内容：电视节目和电影。本研究采用从 2020 年媒体小组（包括从个人媒体日记中收集的 423,851 条观察结果）中提取的数据，仔细研究了个人属性、环境条件和时间因素对平台选择的影响。调查结果揭示了以“星期五效应”为特征的时间影响，以及在午后（12:00–16:00）和深夜（00:00–04:00）期间对 OTT 平台的更高偏好。值得注意的是，与其他时间段相比，在深夜时段选择 OTT 平台的可能性显着增加。就个人特征而言，男性、年龄较小、受教育程度较高和收入水平较高等变量与 OTT 平台的偏好呈正相关。此外，拥有无限数据计划和拥有平板电脑等环境变量也成为 OTT 偏好的重要预测因素。此外，深夜时使用光束投影仪以及下午时居住在多人家庭中也是影响 OTT 使用的因素。总之，该研究为传统电视和新兴 OTT 市场的利益相关者提供了重要的见解，为考虑周几和一天中的时间变量的资源战略分配提供了数据驱动的建议。