[Digital Daily Correspondent Kang So-hyeon] It was found that the use rate of online video services by domestic consumers more than doubled in three years. This is interpreted as the effect of the spread of non-face-to-face culture due to the prolonged novel coronavirus infection.
Netflix had the highest share. It has been confirmed that more than half of domestic consumers are using Netflix. However, the results of consumer satisfaction were not directly proportional to the market share. Disney Plus ranked first in customer satisfaction.
Consumer Insights, a research institute specializing in data convergence and consumer research, said this in the results of a mobile communication planning survey announced on the 17th.
The survey subjects include ▲GOM TV ▲Netflix ▲Naver Series On ▲Naver TV ▲Disney Plus ▲V Live ▲Season ▲Afreeca TV ▲Apple TV ▲Watcha ▲Wave ▲YouTube Premium ▲Uplus Mobile TV ▲Kakao TV ▲Kakao Page ▲Coupang Play ▲ 17 platforms including Teabing were included.
According to Consumer Insights, the rate of paid use of OTT services by domestic consumers in the second half of last year nearly doubled from 30% in 2018 to 59% in 2021.
During the same period, the average daily viewing time and multiple usage rates also increased significantly. The rate of viewing OTT for more than an hour a day increased from 27% to 46% over three years, and the rate of using two or more services increased from 7% to 26%. In this regard, Consumer Insights analyzed that the impact of the COVID-19 outbreak that occurred along with the full-fledged flowering of the OTT market was significant.
The proportion of OTT users by age group was the largest at 76% in their 20s. This was followed by ▲73% in their 30s, 66% in their teens, 55% in their 40s, and 40% in their 50s and older.
As of last year, Netflix took the top position in market share. The proportion of users who responded that they watch Netflix was 60%, an increase of 8 percentage points from the previous year. In second place was YouTube Premium, which accounted for 25%.
Teabings breakthrough was seen among local brands. Teabings market share doubled from the previous year to 18%, beating Wave to third place. Next, Wave took 4th place with 17%, and Coupang Play and Disney+ accounted for 12% each, and tied for 5th place. Watcha was in 6th place.
The user satisfaction rate did not match the usage rate ranking. Satisfaction rates were compared in three aspects: content, usability, and cost effectiveness. In terms of satisfaction rate, Disney Plus recorded 70%, surpassing Netflix. Value for money was highly rated. Satisfaction with the content was relatively low. Netflix ranked fourth with Wave with a satisfaction rate of 60%.
2nd place was occupied by Watcha, which received good reviews in terms of content and usability. Teabings satisfaction rate was 64%, falling behind Watcha by 2 percentage points. The satisfaction rate of Coupang Play was only 54%.
A Consumer Insights official said, “The biggest influence on user satisfaction was content. The cost-effectiveness effect was smaller than expected, probably because several people could share the cost.