KakaoTV Accumulates 58 Million Views... Content Fun Because It's Mobile

[Asia Economy Reporter Bu Aeri] It has been over a month since Kakao officially entered the online video service (OTT) market. In the domestic OTT market dominated by US companies like Netflix, KakaoTV is showing rapid growth and focusing on targeting users with its own 'content.'

"Content that's fun because it's mobile"

On the 12th, KakaoTV held an online press conference to reveal the planning intentions and future vision for its original variety content. According to Kakao M, the cumulative views of KakaoTV original content reached 58.7 million in September alone.

Kakao is especially focusing on being 'Mobile Oriented.' It leveraged the advantages of the mobile platform to target users. The biggest strength is that videos can be watched through the #KakaoTV tab within the national messenger 'KakaoTalk.' KakaoTalk has 52 million global users.

On the day of the conference, Oh Yoon-hwan, Head of Production at KakaoTV, said, "The motto is content that's fun because it's mobile," adding, "We will provide content under the slogan of mobile-oriented well-made content with a clear beginning, middle, and end within 15 minutes that can be watched anywhere."

KakaoTV is offering 'vertical' videos optimized for mobile. KakaoTV chose a differentiation strategy from existing OTT services that feature movies and dramas longer than an hour. It mainly provides short content of 10 to 20 minutes. This is because users who enjoy content on mobile want 'fast-paced, quick consumption.'

"Things You Can't Do on YouTube or Terrestrial TV"

Another weapon of KakaoTV is its original content. Kakao has invested years in producing its own content. Since the launch of its subsidiary Kakao M in 2018, it has acquired four major music labels including Starship Entertainment, seven actor management companies including BH Entertainment, three drama production companies including Megamonster, two film production companies including Sanai Pictures, and the performance production company Show Note.

KakaoTV also revealed its differentiation strategy from YouTube and terrestrial TV. Kim Min-jong, CP of 'My Dream is Ryan,' said, "We thought about whether there was something that only Kakao could do, which neither terrestrial TV nor YouTube could do in terms of subject matter," adding, "Mascot survival is content that has many restrictions on terrestrial TV and is difficult to produce on YouTube due to budget, so we planned it."

In fact, it succeeded in creating buzz by using 'top star' marketing with celebrities like Lee Kyung-kyu, Lee Hyori, and Kim Hee-chul. At the press conference, Lee Kyung-kyu shared his thoughts on challenging digital content, saying, "Even if machines and equipment change, people do not change," and emphasized the importance of content by adding, "I think content is more important than the platform."