According to the '2024 Content Usage Behavior Survey' and the '2024 Online Video Service Usage Behavior Survey' released on the 20th by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (hereinafter referred to as Content Agency), the usage rate of domestic OTT (online video service) is 89.3%, the highest among content types. This survey was conducted through face-to-face interviews with 5,033 citizens aged 10 and older across the country.
The Content Usage Behavior Survey comprehensively assessed the usage rates by content category, including OTT for the first time. The results showed that after OTT (89.3%), the usage rates followed for music (65.3%), animation (22.4%), comics/webtoons (19.1%), and character purchases (8.6%). In particular, the usage rate of OTT exceeded 90% across all age groups below 50.
The young demographic exhibited active usage behavior. In their 20s, the notable usage rates were OTT (99.6%), music (80.1%), and comics/webtoons (50.3%), while teens had high usage rates in animation (50.4%) and character purchases (19.4%). Among animation users, 51% also used comics/webtoons. Additionally, 21.7% of comics/webtoons users reported simultaneously purchasing characters, confirming the cross-usage phenomenon among content types.
The Online Video Service Usage Behavior Survey highlighted changes in usage patterns due to the diversification of subscription plans and content on OTT platforms. Among YouTube users, 14.6% opted for the premium subscription, with higher proportions among those in their 20s (27.6%) and 30s (28.3%). In domestic OTT platforms like Tiving, the percentage of users subscribing to watch sports broadcasts was reported at 15.4%, particularly high among those in their 30s (30.6%) and males (75.8%).
With the implementation of account sharing restriction policies by major OTT platforms like Netflix and Disney+, the account sharing rate among paid OTT platform users recorded a decrease of about 12 percentage points from last year, now standing at 57%.