융합 미디어 서비스 VoD의 후생효과 분석

Of the additional services that can be provided by digital broadcasting, the VoD service is greatly activated and business is being created. VoD is a service that maximizes the choice of users and meets the media culture created by the Internet. However, most studies on VoD provide only implications for firm level strategies such as decision making factors or window strategy. However, the performance of the media should be judged based on the utility of the people rather than market sales. In the study, the welfare effect of VoD in the national economy is empirically estimated by conjoint analysis.
The average amount of WTP for VoD service is 5,975 won per month. If we conservatively regard it as the WTP for each household, the welfare effect of 2.21 trillion won per year is created in the national economy level. The annual earnings by VoD, 751 billion won, is a third of its welfare effects, which means the additional consumer surplus generated by the innovative media, twice of users’spending. Therefore, it is a demonstration of the value of media innovation and means the maximum amount of financial input justified at the national economic level. It also provides a right understanding on the media innovation.