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分析对Over-The-Top (OTT) 体育广播的看法,重点关注社交媒体的大数据分析
1Research Institute for Regional Development, Kangwon National University, Samcheok, Gangwon, South Korea.
Heliyon
|February 3, 2025
概括
韩国观众通过"广播"",体育"和特定平台等关键词来感知OTT体育广播. 分析显示了与足球,平台运营商和海外内容相关的独特集群.
科学领域:
- 媒体研究 媒体研究
- 通信技术 通信技术 通信技术
- 体育管理运动管理.
背景情况:
- 越来越多的OTT平台显著改变了体育广播消费模式.
- 了解用户的感知对于优化在数字平台上提供体育内容至关重要.
研究的目的:
- 分析韩国用户对体育广播的看法,特别是在OTT平台上.
- 确定与OTT体育广播相关的用户生成内容中的关键主题和关系.
主要方法:
- 大数据分析使用"Textom"解决方案进行数据收集 (2018-2022),关键词是"OTT体育广播".
- 文本挖掘技术包括单词频率和TF-IDF分析以识别突出的术语.
- 使用度中心性和CONCOR进行语义网络分析,以探索集群关系和用户感知模式.
主要成果:
- 高频的术语包括"广播"",体育"",服务"和"游戏".
- TF-IDF的分析强调了诸如"SPOTV"",广播"",托特纳姆"和"直播"等术语,表明了特定的兴趣.
- 在CONCOR的分析中,发现了四个不同的集群:"OTT足球广播"",体育OTT平台"",OTT平台运营商"和"海外体育广播".
结论:
- 用户对OTT体育广播的看法是多方面的,包括内容类型,平台特点和运营方面.
- 已识别的集群提供了对不同用户部分的洞察力,以及他们在OTT平台上对体育的参与.
- 调查结果强调了平台特定策略和内容重点的重要性,以吸引体育观众参与OTT.
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