A recent survey revealed that 9 out of 10 content users in South Korea utilize online video services (OTT).
On the 20th, the Korea Creative Content Agency (KOCCA) published the "2024 Content Usage Behavior Survey" and the "2024 Online Video Service (OTT) Usage Behavior Survey" reports, analyzing national trends in content consumption.
The survey results showed that the usage rates for different types of content over the past year were as follows: ▲OTT (89.3%), ▲Music (65.3%), ▲Animation (22.4%), ▲Comics & Webtoons (19.1%), and ▲Character Product Purchases (8.6%). OTT stood out as the most widely used, with usage rates exceeding 90% among all age groups under 50.
The survey also highlighted the active consumption of content among younger users. In their 20s, users demonstrated higher consumption rates compared to other age groups: ▲OTT (99.6%), ▲Comics & Webtoons (50.3%), and ▲Music (80.1%).
Changes in user behavior were attributed to platform subscription plans and the diversification of available content. Among YouTube users, 14.6% subscribed to premium plans, with the highest adoption rates observed among those in their 20s (27.6%) and 30s (28.3%).
The influence of the broadcasting rights contract between TVING and the Korea Baseball Organization (KBO) also played a role in driving paid OTT subscriptions, as 15.4% of users subscribed to watch sports broadcasts. Sports broadcast viewers were primarily in their 30s (30.6%) and predominantly male (75.8%).
Meanwhile, the implementation of policies by major OTT platforms like Netflix and Disney+ to restrict account sharing led to a 12 percentage point decrease in the rate of shared accounts for paid OTT services, which was recorded at 57%.
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