The Evolution of Korean MCN Industry: Analysis based on the Actor-Network Theory

Abstract

This study analyzes the evolution of Korean MCN (Multi-Channel Network) industry within the context of the actor-network theory. This study identified four stages of the evolution through in-depth interview with twelve industry experts. Korean MCNs are in the enrollment stage. While YouTube initiated the network as a focal actor, MCNs actively enrolled such other actors as internet video platforms, OTT service providers, and consumer goods companies. It is expected that more players will enter this MCN’s actor-network in the name of investors or advertisers to capture the young millennial audiences. In order for a sustainable position in the network, MCNs need a certain capability of mobile contents creation.