Short-form Video Usage Time in Korea Seven Times Higher Than OTT
Average of 48 Hours per Person on Short-form Last Month
The average time spent per Korean user on short-form videos (short videos) was found to be about seven times longer than that on online video services (OTT).
According to WiseApp·Retail, an app and retail analysis service, the average usage time per person for short-form service apps such as YouTube, TikTok, and Instagram last month was 48 hours and 73 minutes. In contrast, the average usage time per person for five OTT apps including Netflix, TVING, Wavve, Disney+, and Coupang Play was only 7 hours and 14 minutes. This means that the usage time for short-form apps is about seven times greater than that for OTT.
The popularity of short-form content is largely attributed to the culture of users spending shorter amounts of time on videos. In addition to global apps like YouTube and Instagram, domestic platforms such as Naver and Kakao have launched their own short-form services, increasing opportunities for users to consume content tailored to their tastes and to produce content themselves.
As short videos have become mainstream, not only global platforms like YouTube and Instagram but also domestic apps like Naver and Kakao are launching their own short video services to secure users. They are building ecosystems by continuously showing videos tailored to users' preferences based on artificial intelligence (AI) and integrating related businesses such as shopping.
Kakao's Daum has been running the 'Daum Channel Boost-Up Challenge' since December last year to support the production of short videos and other content. According to Kakao, the number of new channels and content has steadily increased since the Boost-Up Challenge began. Kakao plans to increase user contact points by adding a 'Short Videos' tab at the bottom of the Daum app in the second quarter of this year.
According to Naver, the amount of content produced for its short video service Clip last month increased fivefold compared to February last year. The average daily number of Clip plays increased fourfold during the same period, and the number of Clip channels tripled. Naver expects the upward trend to continue this year following last year's rapid growth, including a tenfold increase in Clip plays, and plans to strengthen creator support programs and enhance recommendation functions.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
