LG Uplus "Half of U+tv Users Subscribe to IPTV for 'Aideul Nara'"

LG Uplus Tops Survey with 47%... Followed by Subscription Benefits and Bundle Discounts

Photo by LG Uplus

[Asia Economy Reporter Kim Heung-soon] Among LG Uplus's 'U+tv' users, half subscribe to internet broadcasting (IPTV) to use the infant and toddler specialized service 'Idolnara'.

According to LG Uplus on the 5th, a survey was conducted asking 750 households using U+tv last year about their reasons for subscribing to the service. The highest response, at 47% (multiple answers allowed), was for 'Idolnara'. Following that, 44% of customers responded that it was due to 'subscription benefits', and 33% responded that it was because of the mobile 'bundle discount benefits'.

The churn rate of customers who used Idolnara more than five times a month was found to be only half that of customers who used it less than five times. Additionally, according to a survey commissioned to a big data specialized research institute, online mentions accounted for 56%, and content favorability was 46.9%, showing that it is gaining very high popularity among IPTV kids services.

Among the survey respondents, parents with children aged 5 to 7 cited the following advantages of Idolnara: ▲ resolving viewing concerns such as YouTube ads and harmful content with YouTube Kids ▲ a wider variety of free content compared to other companies ▲ a reading method where bestselling books are read aloud directly by storytelling authors rather than focusing on large publishing houses' complete collections ▲ a systematic monthly composition by age and course according to the Nuri curriculum.

LG Uplus explained, "In the IPTV market where benefits such as gifts and bundle discounts play the most important role in subscription and cancellation decisions, specialized services like Idolnara are having a significant impact."

Academia and the education sector are also paying attention to the Idolnara service as a media education method in the era of the 4th Industrial Revolution. Last year, Idolnara was introduced as a major research case at the regular academic conference and journal hosted by the 'Korean Open Early Childhood Education Association'.

As of the third quarter of last year, U+tv achieved 4.35 million subscribers and sales of 757.8 billion KRW. LG Uplus stated, "This year, we plan to strengthen Idolnara's augmented reality (AR) content and apply Idolnara to cable TV so that LG HelloVision customers can also use the specialized service."