Consumer Insight Mobile Communication Planning Survey… In the second half of last year, with an OTT paid usage rate of 59%, Netflix was undoubtedly the No.
Consumer Insight, a research institute specializing in data convergence/consumer research, conducted a mobile communication plan survey conducted twice a year to inquire about the current status and characteristics of OTT use by consumers and announced the results of comparing trends over the past four years [Photo = Reporter Jo Eun-soo]
On the 17th, Consumer Insights, a research institute specializing in data convergence and consumer research, conducted a mobile communication planning survey conducted twice a year to inquire about consumers OTT usage status and characteristics, and announced the results of comparing trends over the past four years.
Gom TV, Netflix, Naver Series On, Naver TV, Disney Plus, V Live, Season, Afreeca TV, Apple TV, Watcha, Wave, YouTube Premium, U Plus Mobile TV, Kakao TV, Kakao Page, Coupang Play, 17 platforms including Teabing were included.
Paid usage rate and overall satisfaction rate by OTT service [Photo=Consumer Insight]
◆ Significant increase in use due to COVID-19 along with full-fledged market formation
According to the survey, the rate of paid use of OTT services by domestic consumers in the second half of last year was 59%, doubling in three years. It rapidly increased from 30% in the second half of 2018 to 46%, 1.5 times in the second half of 2020 due to the effect of the novel coronavirus infection, and doubled to 59% in the second half of last year.
During the same period, the average daily viewing time and multiple usage rates also increased significantly. The rate of viewing more than one hour a day increased 1.7 times from 27% to 46% in three years, and the rate of using two or more services also increased from 7% to 26%.
In particular, the usage rate and viewing time have risen sharply since 2020, which is largely due to the COVID-19 outbreak that occurred along with the full-fledged flowering of the OTT market. Insight analyzed.
By age group, 76% in their 20s and 73% in their 30s were using it, so the younger generation was also the mainstream. The rate of use among teenagers also exceeded the average, while only 55% of those in their 40s and 40% of those in their 50s and older.
◆ As soon as Disney+ is launched in Korea, the usage rate exceeds 10%
Netflix is undoubtedly the number one paid usage rate. In the second half of last year, 60% of paid users responded that they watched Netflix, up 8 percentage points from the previous year. It was found that while YouTube Premium, the 2nd place, was taking a step backwards, it was ahead by more than a double score and was running without competitors.
Teabings breakthrough stood out among local brands. With a market share of 18%, it nearly doubled from the previous year, surpassing Wave to take third place. Wave was ranked fourth with a market share of 17%, which increased by 2 percentage points, and Coupang Play and Disney Plus, new services, tied for fifth place with a market share of 12% each. It was followed by Watcha with 7%.
Coupang Play and Disney Plus, launched at the end of 2020 and 2021, respectively, secured a relatively high market share in a short period of time. In particular, Disney Plus secured a paid usage rate of 12% even though it launched its service on November 12, just before the survey period.
◆ Content is more important to customer satisfaction than cost performance
User satisfaction did not coincide with the ranking of the utilization rate, and the difference in satisfaction rate by service was not large either.
The overall satisfaction rate of Disney Plus was the highest at 70%, followed by Watcha in 2nd place and Teabing in 3rd place. With Wave, Netflix was at 60% and Coupang Play was relatively low at 54%.
When the satisfaction rate was compared in three aspects: content, usability, and cost-effectiveness, Disney Plus had the highest satisfaction rate in terms of cost-effectiveness, while content satisfaction and usability were somewhat sparse.
Watcha had comparative strengths in content and usability, Teabing in terms of content, and Netflix in terms of usability.
Consumer Insights mentioned that the content that has the greatest impact on user satisfaction seems to be the content. Perhaps it was because several people could share the cost, the cost-effectiveness effect was smaller than expected. Considering that content is more important than cost-effectiveness or usability, and the trend of using more than one OTT is accelerating, securing differentiated content is more important than anything else. “It seems important,” he added.