Factor scores for Factor 3.

This study investigates the perceptions of university students majoring in film and media production (FMP) regarding the over-the-top (OTT) industry. We used the Q methodology to achieve this study’s purpose, with 33 Q sets and 22 university students majoring in FMP. The study revealed three perception structures of FMP major university students regarding the OTT industry. Type 1 considered the diversity and accessibility of OTT to be important from the consumer’s perspective, and Type 2 emphasized the importance of improving the quality of content from the producer’s perspective. Even though Type 3 considered the OTT industry an excellent platform, they tended to think of movies in theaters as the final destination. Based on the study’s results, all types thought that the growth and development of the OTT industry would continue. However, the study demonstrated that they need perceptions from a macroscopic viewpoint in areas related to OTT industry technology, education, and systems.

本研究针对影视与媒体制作（Film and Media Production, FMP）专业大学生对OTT（Over-the-Top）行业的认知展开调研。本次调研采用Q方法学（Q methodology）开展，共设置33个Q样本集（Q sets），受访对象为22名该专业大学生。调研结果显示，影视与媒体制作专业大学生对OTT行业的认知可划分为三类。第一类认知从消费者视角出发，认为OTT平台的内容多样性与获取便捷性至关重要；第二类则从内容生产者视角出发，强调提升内容质量的重要性。尽管第三类认知将OTT行业视为优质平台，但该群体仍倾向于将院线电影视作影视内容的最终呈现载体。基于本次调研结果，三类认知群体均认为OTT行业将持续保持增长与发展态势。但调研同时指出，该群体在OTT行业相关的技术、教育与制度领域仍需树立宏观视角的认知。