Study of profit model of web-dramas on portal sites using big data; Focused on the Web-dramas with the K-pop Singers as the Lead Casts: "EXO, Next Door" and "I Order You"

Abstract

The age of direct-to-consumer when an audience directly becomes consumer has arrived due to the rapid popularizaton of smartphones. Web-dramas market, the representative part of the D2C age, has expanded mainly based on portal sites. Especially a web-drama, <Exo, Next Door>, has gone over about 16 million views, with high expectation of being exported overseas. This report shall analyze the factors in success of web-drama utilizing Big Data from both the domestic and international portal sites. The yearly viewing numbers of the shows watched on PC's and mobile devices will be extracted, along with the related keywords that were brought to attention together with the show. Finally, the profit model of the web-drama will be constructed; the main methods for profit model of web-drama are paid service, ad revenue, and corporate investment or partnership. This work will also suggest 'M-Commerce,' a product placement method which is an expansion of T-Commerce. M-commerce profit model in foreign exports henceforth has tremendous practical value as a business model that can bring in additional profitability. Such a concept can become a strong selling point to investors. The combination of webdramas of various subjects and M-Commerce can function as a stage for new competent actors, songwriters, and directors, while providing a novel profit model that can grow with the PPL products.