Preference for UK and Japan Content Far Exceeds Others
Action and Game Variety Shows Are the Most Preferred Genres
Users of paid online video services (OTT) in the United States, such as Netflix, were found to prefer Korean video content next to content from their own country.
On the 2nd, the Korea Communications Commission and the Korea Broadcast Advertising Corporation released the results of a survey of 2,015 U.S. paid OTT users and users of Korean video content in the U.S. through the "2022 Overseas OTT Usage Behavior Survey" report.
According to the report, 90.4% of OTT users in the U.S. used domestic content the most in the past year, followed by Korea (43.1%) and the UK and Japan (each 28.7%).
Among preferred genres of Korean dramas and movies, action was the highest at 24.2%. This was followed by romance/melo (23.8%), horror/thriller/zombie (23.2%), and SF (science fiction)/fantasy (14.6%).
The most enjoyed works were "Squid Game" and "All of Us Are Dead" among dramas, and "Parasite" and "Train to Busan" among movies.
Variety show preferences were game variety shows (14.7%), dating reality shows (12.9%), and audition/survival shows (11.5%). Among them, many answered that they enjoyed watching "Running Man," "Knowing Bros," and "Weekly Idol."
The most common way users became aware of Korean content was through OTT platforms (41.3%). This was followed by social network services (38.3%), media advertisements (35.8%), and introductions from family or acquaintances (25.4%). Additionally, 36.8% of U.S. paid OTT users responded that they would use a Korean OTT service if it were launched. In particular, men, people in their 30s and 40s, and Hispanic and Asian groups showed relatively high acceptance. 33.3% of respondents said they wanted to watch Korean dramas and variety shows as soon as possible after they aired in Korea.
Meanwhile, additional Korean content that users would like to access on Korean video-specialized OTT platforms included music (26.7%) and webtoons (22.6%).
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