The Korea Consumer Agency (KCA) announced on the 14th that a survey conducted on consumer satisfaction with five online video service (OTT) platforms found that Netflix scored the highest.
The survey evaluated satisfaction with key services and overall user experience for five platforms, including Netflix, Tving, Coupang Play, Wave, and Disney Plus, focusing on ▲payment convenience ▲customized services ▲changes, cancellations, and refunds ▲account sharing ▲content quality ▲usage fees ▲provided benefits.
In overall satisfaction, Netflix ranked first with a score of 3.75, followed by Tving (3.66), Coupang Play (3.64), Wave (3.62), and Disney Plus (3.51).
In the institutional sector of core services, Netflix had the highest score at 3.78, while Disney Plus received the lowest score at 3.66. In the evaluation of the usage process, including service quality, Netflix also scored the highest at 3.79, and Disney Plus had the lowest score at 3.67.
The main reason consumers in Korea choose OTT services is 'variety of content' (20.3%). This is followed by appropriate usage fees (19.1%), satisfaction with original content (17.3%), and entertainment value of content (13.9%).
Many consumers use Netflix and Wave because 'the content is diverse', while Disney Plus and Tving noted 'they enjoy the original content'. The response for Coupang Play was that it was chosen because 'the usage fees are appropriate.'
Consumers preferred the cheapest plans in each service. For Netflix, the 'ad-supported standard (monthly)' was high at 39.3%, Disney Plus at 'standard (monthly)' (53.3%), Wave at 'basic (monthly)' (42.0%), Coupang Play at 'Rocket Wow Membership (monthly)' (99.7%), and Tving at 'ad-supported standard (monthly)' (40.3%).
12.2% of consumers experienced complaints or damages while using OTT services, with 'connection and server issues' being the most common at 42.1%. There were also significant complaints related to technical errors and fees. The consumer agency stated, 'Based on the results of this survey, plans are in place to request the service providers to enhance system maintenance and management, operate various pricing plans, and simplify the complaint process.'