Advances in Management and Applied Economics

The Structure-Conduct-Performance Analysis of OTT Media

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• Abstract

  This paper uses the Structure - Conduct - Performance (SCP) model to analyze the structure, behavior and performance of the OTT media market. First of all, the OTT media market structure is fully described by the classification of competitive enterprises, differentiation of products, market concentration and entry barriers. Then, through reviewing the service modes of the OTT license owners, content providers, telecom operators, Internet companies and other parties, the market behavior, competition and cooperation, were analyzed. Finally, the efficiency of resource allocation and the economies of scale were used to evaluate the market performance. This paper shows that the market structure of OTT media tends to be concentrated and monopolized. The market behaviors of all parties are to seek the efficiency of resource allocation and economy of scale.