Abstract

Purpose: This study reframes global OTT content as an economic good distributed through a digital content supply chain that creates value between suppliers and subscribers. Anchored in distribution science, the study explains how value-added activities occur through temporal transfer, spatial transfer, and ownership transfer. A widely recognized Netflix title, Squid Game, is referenced as an illustrative case to keep the mechanisms concrete. Research design, data and methodology: The study conducts a structured literature review across supply chain management, service distribution, platform economics, and internet-distributed television studies. Prior research is synthesized to extract recurring mechanisms that connect upstream content production, platform governance, and downstream subscriber experience. Results: The review identifies four recurring value-creation mechanisms in OTT supply chains: (1) temporal coordination via release scheduling and pacing, (2) spatial expansion via localization and global distribution infrastructure, (3) ownership transfer via IP licensing and subscription-based access rights, and (4) visibility control via recommender systems that shape demand and attention. Conclusions: Digital content supply chains generate value by managing time, place, and ownership transitions. By translating audience-facing “experience design” into supplier-to-customer value-added activities, the study aligns OTT research with distribution science and clarifies why platform-based supply chains can amplify global reach and monetization.