Consumer Insight OTT Usage Survey
Netflix Subscription Rate 47% Overwhelming 1st Place
Satisfaction Ranks 3rd After YouTube and TVING
Coupang Play and Disney Plus Also Making Strides
A survey revealed that Netflix ranks behind YouTube Premium and TVING in satisfaction with online video services (OTT).
Consumer Insight, a market research specialist, disclosed on the 5th the results of a survey conducted on 3,393 smartphone users aged 14 and above regarding their OTT service usage and satisfaction. According to the findings, YouTube Premium and TVING ranked first and second in platform satisfaction rates with 69% and 65%, respectively. Netflix came in third with 61%, only at the overall average level (60%). YouTube Premium scored high in the detailed categories of 'Content (72%)' and 'Usability (66%)'. TVING showed high satisfaction in 'Content (67%)' and 'Price, Composition, Discount (54%)', while Netflix excelled in 'Usability (61%)'.
In terms of platform subscription rates, Netflix still held an overwhelming first place at 47%. It led all other platforms by more than 21 percentage points, including Coupang Play (26%), TVING (20%), YouTube Premium (19%), Disney Plus (18%), and Wavve (12%). However, Coupang Play and Disney Plus narrowed the gap by increasing 6 percentage points and 5 percentage points respectively compared to the previous year. The former's rise is attributed to the free subscription offer for Coupang Rocket Wow Club members, while the latter's growth is presumed to be due to a noticeable increase in content.
Netflix also maintained first place (32%) in the ranking of platforms most frequently and heavily used (main usage rate), far ahead of YouTube Premium (14%), TVING (8%), Coupang Play (6%), Wavve (4%), and Disney Plus (3%).
However, this is not a situation to be complacent about. Satisfaction with the 'Price, Composition, Discount' category was 43%, falling short of the average (45%). This is a result of being hampered by changes in the account sharing policy. Since November last year, Netflix has required an additional 5,000 KRW per month when subscribers share accounts with people living at different addresses. The rate of sharing accounts with non-cohabitants reaches 57%. Consumer Insight stated, "It is expected that the scope of additional charges will expand to viewers on mobile devices," and added, "It will be interesting to see what results arise from the strong psychological resistance of users."
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