The survey, based on face-to-face interviews with 6,554 people conducted over three months starting in July, found that 54.2 percent of subscribers were paid users. YouTube led with 85.4 percent of users, followed by Netflix at 47.6 percent, Coupang Play at 18.9 percent, and TVING at 13.1 percent.
Smartphones were the most popular devices for accessing the services (91.7 percent), followed by TVs (31.5 percent) and PCs (10.6 percent). Average viewing times were 101 minutes on weekdays and 128 minutes on weekends.
Users spent an average of 10,909 Korean won (about US$7.60) per month on paid services and were willing to pay up to 14,076 won. But their preferred subscription price was 7,939 won, reflecting a cost-saving trend, with 64.7 percent of users taking advantage of discount offers.
Among Netflix and TVING users, 34.8 percent said they could tolerate ad-supported options in exchange for lower subscription fees, and 87.3 percent of them were willing to continue using such plans.
But users of YouTube Premium for ad-free viewing rose to 20.6 percent, up 6 percentage points from a year earlier.
About 58.6 percent of respondents said they watch shorts and other brief videos because they don't take up much time and allow them to focus on the most engaging parts. Among these viewers, 33.3 percent clicked on in-video shopping links, and 31.4 percent went on to make purchases.
* This article, published by Aju Business Daily, was translated by AI and edited by AJP.
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