SEOUL – A recent survey reveals that South Koreans aged 20 to 50 who use Over-the-Top (OTT) streaming services subscribe to an average of 2.3 platforms. This trend is primarily driven by a desire to access exclusive original content, prompting many to opt for multiple subscriptions.
According to the latest issue of Media Survey, published by the Korea Press Foundation (KPF) today, an online survey of 1,000 domestic OTT users conducted from July 16 to 21 found that respondents subscribed to an average of 2.34 OTT platforms. The distribution of users by the number of subscriptions was fairly even, with 30.1% using one platform and 30.5% using two. Additionally, 22.9% reported subscribing to three different services.
When asked why they subscribe to two or more OTT platforms, a significant 70.0% cited the need to access "exclusive (original) content" as their primary reason. Other notable factors included: "watching video content is a hobby" (41.6%), "using a shared account with no additional cost" (17.5%), "free service through a telecommunications provider" (15.2%), and "reduced cost due to various discount plans" (13.0%). This highlights the immense power of original programming in driving subscription stacking among Korean consumers. Companies like Netflix, Disney+, and local players such as TVING and Coupang Play have heavily invested in creating compelling, exclusive series and films, making it increasingly difficult for users to stick to a single platform if they wish to access all their desired content.
Netflix Dominates, Coupang Play Rises
The survey also identified the most popular OTT platforms in South Korea. Netflix overwhelmingly topped the list, with an 87.0% utilization rate among respondents. Coupang Play secured a strong second place at 61.2%, demonstrating its rapid growth, particularly in conjunction with its e-commerce giant parent, Coupang, and its membership benefits. TVING followed with 39.9%, maintaining its position as a key domestic player. Disney+ and Wavve rounded out the top five, with 20.5% and 18.7% respectively. This landscape reflects a dynamic market where global giants compete with strong local contenders, often leveraging unique partnerships and content strategies.
An interesting finding regarding Netflix subscriptions was that while 50.8% of users directly subscribed to the service, a substantial 29.9% utilized a Naver Plus and Netflix membership affiliation. The KPF noted the significance of this figure, especially when compared to the 7.5% who used traditional telecommunications company bundles with Netflix. This suggests that e-commerce and portal site integrations are becoming increasingly vital channels for customer acquisition in the competitive OTT market.
Account Sharing Policies and User Sentiment
The recent policy changes by major OTT providers like Netflix, Disney+, and TVING, which restrict account sharing to same-household members and levy additional charges for sharing with those outside the household, have elicited mixed reactions. The survey found that 47.6% of respondents considered these policies to be unfair, while 46.4% felt they were irrelevant or had no significant impact on them.
Despite the strong opinions, the actual adoption of paid account sharing remains relatively low. Among Netflix users, only about 6.3% were found to be paying additional fees to share their accounts with individuals residing outside their immediate household. This indicates that while consumers may express dissatisfaction with stricter sharing rules, a majority either comply with the new terms, find alternative arrangements, or are simply not yet impacted by the changes. The long-term effects of these policies on subscription numbers and user behavior will continue to be a key area of observation for the industry.
This trend of "subscription stacking" driven by original content is not unique to South Korea, reflecting a global shift in consumer behavior. As content creators continue to produce high-quality, platform-exclusive programming, consumers are increasingly willing to subscribe to multiple services to access the diverse range of shows and movies they desire. This poses both opportunities and challenges for OTT providers, as they strive to balance content investment with pricing strategies and customer retention in an increasingly fragmented market.
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