Coupang Play Records 2.72 Million MAU in October
Coupang's online video service (OTT) 'Coupang Play' is demonstrating a clear presence in the domestic market. In the Korean OTT market, where global companies, major content corporations, and telecommunications companies compete, the number of users has increased fivefold compared to the beginning of this year. Especially in the past two months, during which content exclusive to Coupang Play has significantly expanded, the number of users has increased by nearly 1 million.
According to Mobile Index by data company IGAWorks on the 9th, the number of Coupang Play users (MAU) based on Android and iPhone (iOS) smartphones last month recorded 2.72 million. Coupang Play had 520,000 users in January this year after its launch in December last year. This means a fivefold increase in nine months. Compared to 1.83 million users recorded in August, the recent two months have shown a growth rate exceeding 48%, which is also remarkable.
Considering that competition in the domestic OTT market is gradually intensifying this month with the entry of Disney, Apple, and others, Coupang Play's strong performance is notable. According to app analysis service WiseApp, the OTT with the most users in Korea in October was Netflix with 10.98 million users, followed by Wavve, TVING, and then Coupang Play in 4th place. In July, it was positioned just after U+ Mobile TV, but with the recent steep increase in users, it has risen to a level that threatens the leading positions. The gap with the 2nd and 3rd places, which have just over 3 million users, is also not large.
Industry insiders believe that Coupang's continuous investment in securing original content exclusive to Coupang Play has been effective. Coupang Play has established itself as a digital platform that broadcasts all matches of the South Korean national soccer team live by signing an official partnership with the Korea Football Association in the sports sector. The first variety show, 'SNL Korea (Saturday Night Live Korea),' featuring Lee Byung-hun, Ha Ji-won, Jo Jung-suk, Jo Yeo-jeong, and Jo Jin-woong, has become a weekly topic. In drama, 'One Day,' starring Kim Soo-hyun and Cha Seung-won, is awaiting broadcast.
This strong performance also indicates that Coupang 'Wow Membership' subscribers, estimated to be over 5 million, do not regard Coupang Play, which is provided free of charge, as just a secondary service. The industry expects that the number of people joining Wow Membership to watch Coupang Play will also increase. This means not only a 'lock-in effect' that retains existing users through OTT but also a net increase in users. An industry official explained, "Coupang is implementing a strategy to create a virtuous cycle where Wow membership subscriptions increase and repurchase rates rise through investment in OTT."
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