애니메이션 전문 OTT 플랫폼 라프텔의 운영 전략 분석: 자원준거이론 VRIO 모델을 기반으로

초록

This study analyzes the sources of competitive advantage of Laftel, a domestic animation-specialized OTT platform, by applying the VRIO model based on the Resource-Based View (RBV). While the majority of domestic OTT platforms continue to record operating losses, Laftel has sustained consistent revenue growth and profitability since 2023, a performance attributed to the structural differentiation of its internal resources. The analysis reveals that in terms of Value and Rareness, Laftel has secured a structurally uncontested market position through its extensive content library of over 4,000 titles, specialized acquisition of niche genres such as BL and GL, and a subscription pricing structure tailored to users in their teens and twenties. Regarding Inimitability, the vertically integrated supply chain established by its parent company Aniplus (built over 14 years and accounting for 70~80% of newly released Japanese animation imports) functions as a structural barrier that cannot be replicated through capital investment alone; however, given the intensifying competition among global OTT platforms for exclusive Japanese animation rights, this criterion was assessed as conditionally met. In terms of Organization, real-time live channel streaming, merchandise sales through the Laftel Store, and tag-based UX design are organically integrated to form a single ecosystem spanning content consumption through secondary monetization, though the real-time channel feature's presence on competing platforms led to a conditional assessment. In sum, Laftel fully satisfies the Value and Rareness criteria, while Inimitability and Organization are conditionally met. It was confirmed that the platform sustains a competitive advantage through the organic combination of its remaining resources upon the foundational structure of its vertical integration with Aniplus. This study holds academic significance in that it analyzes the internal resource structure of a vertical OTT platform from a strategic management perspective, departing from existing research focused primarily on general-purpose OTT platforms, and provides practical implications for future strategy development among vertical OTT platforms.

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