IGAWorks Mobile Index Analysis Results
August MAU at 12.14 Million, Ranking 1st
Tving Surpasses Wavve Based on Season Merger Criteria
[Asia Economy Reporter Cha Min-young] In August, Netflix maintained its top position in the domestic online video streaming service (OTT) market, fueled by the success of the drama "Strange Lawyer Woo Young-woo." The number of monthly active users (MAU) of the application, which was around 11.17 million in June, recorded over 12 million in both July and August, continuing an upward trend. Tving, based on the combined metrics with Season, reached an MAU of 5.62 million, surpassing Wavve.
According to the data analysis solution "Mobile Index" by IGAWorks, the largest big data platform company in Korea, the number of OTT app users in August was 42,875,878, with a total usage time of 1,743,547,508 hours. The proportion of respondents who reported having OTT usage experience was 84.5%, meaning 8 out of 10 people used OTT services. The analysis period was from January 1, 2022, to September 11, 2022, analyzing 2 billion data points from 40 million mobile devices daily (based on integrated Android and iOS data) using AI algorithms.
The MAU of major OTT apps in August showed Netflix leading with 12,137,780 users. Netflix saw a sharp increase in users following the broadcast of the drama Woo Young-woo on June 29. The MAU was 11,175,910 in June, rising to 12,120,421 in July and 12,137,780 in August, maintaining an upward trend.
The combined (excluding duplicates) August MAU of Tving and Season, which are preparing for a merger, reached 5,616,405, ranking first among major domestic OTTs. Wavve's August MAU was 4,323,469. However, Wavve had the highest average monthly usage days and usage hours per user, at 10.6 days and 10.16 hours respectively.
Star marketing also influenced the number of new OTT app installations. Coupang Play recorded 447,922 new installations on July 13 by exclusively live broadcasting the Tottenham match featuring Son Heung-min, while Tving, which exclusively live-streamed the Lim Young-woong concert on August 14, saw 48,307 new installations.
Meanwhile, Disney Plus recorded 304,743 daily users after releasing the original variety show "The Zone: Survive to Live" on September 8, with new installations reaching 22,949, a 362% increase compared to the previous day (4,964 installations). Among the new users on September 8, 63.6% were female, with those in their 20s accounting for the highest proportion at 27.3%.
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