※ URL(Korean): https://www.kisdi.re.kr/bbs/view.do?bbsSn=114726&key=m2101113055776&pageIndex=2&sc=&sw=

KISDI Publishes Report on the “2024 Survey on Internet Video Content Distribution and Consumption” 
– Global OTT services maintain their lead 
– Multiple subscriptions now the norm, making differentiated service strategies essential 

▲ Among OTT services, YouTube recorded the highest usage rate at 73.5%
▲ Among paid OTT services, Netflix ranked first with 63.4%
▲ Domestic OTT service usage rates: Coupang Play (36.8%), TVING (35.7%), Wavve (17%)
▲ Most frequently used OTT services: YouTube (47.9%), Netflix (25.4%), TVING (8.1%)

The Korea Information Society Development Institute (KISDI, President Sangkyu Rhee) published KISDI Policy Data (24-07), titled “2024 Survey on Internet Video Content Distribution and Consumption,” which presents the results of a survey conducted in November 2024 on major OTT service usage and content consumption behavior among Korean users.

The survey found that over the past month, “YouTube” had the highest usage rate among all OTT services at 73.5%, while “Netflix” led among paid OTT services at 63.4%. Among domestic OTT platforms, usage rates were highest for Coupang Play (36.8%), followed by TVING (35.7%) and Wavve (17%). The most frequently used platforms were also YouTube (47.9%), Netflix (25.4%), and TVING (8.1%), indicating a significant gap between global and domestic OTT services.

Among monthly subscription-based OTT users, the most commonly used services were Netflix (65.7%), Coupang Play (43%), and TVING (37.4%). On average, subscribers used 2.52 paid OTT services (excluding YouTube Premium), demonstrating that multi-subscription viewing behavior has become the norm. However, 49.9% of respondents said their monthly subscription fees were burdensome, while only 16.3% said they did not find the fees burdensome.

In terms of perceived content diversity, users who felt that their service offered “a wide variety of desired content” rated Netflix highest (61.1%), followed by TVING (59.2%), Wavve (54.2%), and Coupang Play (32.7%). For “abundant latest content,” Netflix again ranked first (71.6%), followed by TVING (60.5%), Wavve (54%), and Coupang Play (34.5%). Regarding “exclusive content unavailable on other platforms,” Netflix (67.2%) led, followed by TVING (53.4%), Wavve (44.6%), and Coupang Play (40.8%).

In terms of ease of use, Netflix was rated highest for convenient video playback (79.6%), followed by TVING (69.6%), Wavve (66.3%), and Coupang Play (57%). For overall ease of use, Netflix (75.2%) ranked first, followed by TVING (60.7%), Wavve (60.5%), and Coupang Play (49.2%). For ease of content discovery, Netflix (70.1%) also led, followed by TVING (62.9%), Wavve (56.3%), and Coupang Play (47.1%).

In terms of price perception, Coupang Play (43.5%) was most frequently viewed as “affordable,” followed by TVING (25.4%), Wavve (23.4%), and Netflix (21%). For good value for money, Coupang Play (39.6%) also led, followed by TVING (23.6%), Netflix (21.2%), and Wavve (20.2%).

In user satisfaction, Netflix again topped the list, with 59.5% of users expressing high satisfaction with their overall experience, followed by TVING (54.7%), Wavve (53.5%), and Coupang Play (41.4%). For content satisfaction, Netflix (61%) ranked highest, followed by TVING (54.5%), Wavve (53.5%), and Coupang Play (39.5%).

Lastly, as for continued usage intent, Netflix (47.5%) led in the share of users who said they would use it more frequently than other services in the future, followed by TVING (37.2%), Wavve (33.7%), and Coupang Play (29.2%). In terms of overall intention to continue using the service, Netflix (55.4%) ranked highest, followed by Wavve (50.4%), TVING (48.5%), and Coupang Play (46.8%).

Research Fellow Joonseok Kang noted, “Domestic paid OTT users are curating their content portfolios through multiple subscriptions, and with continued usage intentions hovering around 50% across services, this suggests that unless each OTT platform secures a distinct competitive edge, it may struggle to build long-term loyalty and retain subscribers.” He added, “To narrow the gap with global OTT platforms, domestic services must focus on enhancing original content and differentiated user experiences, while also providing greater price and value rationality.”