LG HelloVision "'U+ Aideulnara' Users Surpass 700,000 in 9 Months"

Increase in 3040 Customers Familiar with Paid Services

Photo by LG HelloVision

[Asia Economy Reporter Kim Heung-soon] LG Uplus's kids content service 'U+ Idleunara' is also gaining attention on cable TV LG HelloVision.

LG HelloVision announced on the 3rd that since the introduction of U+ Idleunara, the number of HelloTV subscribers in their 30s and 40s has increased, showing visible results. Idleunara is a kids and early childhood parent-customized content service launched by LG Uplus in 2017.

In March, LG HelloVision introduced Idleunara on the HelloTV digital set-top box, which has 2.6 million subscribers, aiming to strengthen product competitiveness. According to LG HelloVision, the cumulative number of HelloTV Idleunara users exceeded 700,000 within 9 months of its launch. This pace is similar to LG Uplus U+tv, which reached 1 million users about a year after Idleunara's release. Even in the second half of the year, the number of new users is increasing by more than 100,000 each month.

From March to October, the proportion of new subscribers under 40 among the monthly average new subscribers was 60% higher compared to existing subscribers. Additionally, Idleunara users watched video-on-demand (VOD) content five times more than non-users and spent more than twice as much. Among all HelloTV Idleunara users, those in their 60s accounted for 30%. LG HelloVision analyzed that "people in their 60s, who raise grandchildren on behalf of the parent generation, also use Idleunara content extensively."

HelloTV Idleunara offers a total of 50,000 pieces of content. LG HelloVision greatly expanded free content when launching Idleunara. Users can watch popular character series such as Pororo, Pinkfong, and Tayo, as well as premium content like English Egg, Wonder Country, and Oxford Readers for free.

Jang Sang-gyu, Executive Director of LG HelloVision Consumer Business Group, said, "With Netflix, YouTube, and now Idleunara added to HelloTV, the number of young subscribers is increasing," and added, "As the cable subscriber base grows in a balanced way, we will continue to discover generation-specific specialized content."