The Over-The-Top ‘OTT’ industry flourished in Taiwan and changed the consumer
behavior thoroughly since 2016. After Netflix and iQIYI joining the Taiwanese
market, we are keen to find out what do users of both brands mostly concern about
while using the OTT platforms. This study investigate three dimensions of Brand
Equity Theory, which are brand image, perceived quality and brand loyalty. We
are eager to know which brand would hold the advantage over the battle of brand
loyalty of OTT industry in Taiwan. The research found that Netflix’s users are more
loyal than iQIYI’s. However, both business strategies meet the needs of their main
users respectively. Netflix’s users focus on whether the platform can recommend
accurately, iQIYI’s users pay more attention on the novelty and diversification of the
videos.