隨著台灣寬頻網際網路的普及，以及數位技術進步所趨，逐漸促成了IPTV的發展，傳統的電視收看方式已由使用者被動接收內容，轉變為使用者自主選擇內容的網路電視服務模式。而在媒體產業數位化的趨勢下，頻道的節目內容需求量更多，閱聽人收看時間越趨分解，媒體市場將更趨競爭，因此，必須對於使用者的收視需求及收視偏好有更精準的了解，才能真正滿足其收視所需。
目前媒體市場上的收視調查主要皆針對直播內容提供收視服務，缺乏IPTV隨選視訊市場之收視數據參考，且根據調查資料顯示，隨選視訊收視選擇行為與直播收視行為有所差異，因此實有針對IPTV使用者進行隨選視訊收視節目類型偏好研究之需求。
Because of the prevailing of ADSL and the
advancement of digital technology, IPTV has gradually developed and changed the
traditional mode of TV watching from passively accepting the given content to
actively choosing the preferred content via the Internet TV service. Currently,
the numbers of IPTV users is 1.6 million households and the penetration rate is
approximately 19.8%. According to the vision of developmental policy of
Executive Yuan, the penetration rate of IPTV users will be 50% in 2015
regarding the fast development of multimedia communication vehicle, the
continual perfection and management of new video platform, and the policy which
encourages new media entrepreneurship.
Furthermore, due to the increasing need for
program content, analog contents are being rapidly switched to digital
contents, thus causing more competition of the media market. Therefore,
understanding the users’ preference in choices becomes very crucial. Due of the
current multi-media platform development, the audience’s viewing time becomes
fragmented. To attract the audience, the television service must investigate
more thoroughly the audience’s preference with different facilities. Studies
shows that VOD (Video On Demand) viewing behavior differs from Direct Video
Viewing in many aspects. In current market of audience measurement, Nielsen
Media Research Company primarily focuses on Direct Video Viewing service.
Although the measurement service has included the Chunghwa MOD in 2012, only
the data of NextTV and ELTA TV are openly available. Moreover, the analysis
only focuses on direct viewing, lacking data from VOD viewing. There is an emergent
need for researches to study the particular preference of VOD program viewing
for IPTV users.
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