OTT users will plummet by up to 23% by 2022… ‘Endemic survival strategy’ emerges

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Online video service (OTT), which had been growing, is stagnating as social distancing is lifted and the weather is good for outdoor activities.

According to Mobile Index, a big data analysis solution of IGWorks, the number of major OTT mobile users in last month fell by as little as 7% and as much as 23% compared to January of this year.

However, this figure is for mobile applications and does not reflect the use of devices such as laptops and TVs. Each OTT platform does not disclose the number of its subscribers, so the exact status is not known.

Overall, while OTT users are on the decline, Netflix, which has a high ‘loyalty’ customer base, and native OTT TVing, which has been releasing new original content one after another, showed a relatively small decrease in users.

The number of monthly Netflix users decreased 7.1% from 12.41 million in January to 11.53 million last month, while Teabing decreased 7.7% from 4.18 million to 3.86 million during the same period.

Disney Plus logo. Provided by The Walt Disney Company Korea

Disney+ and other native OTTs showed double-digit declines.

Disney+ users fell 23.7% from 2 million to 1.53 million.

Wave users dropped from 4.92 million to 4.33 million, 11.9%, Watcha fell from 1.29 million to 1.12 million (12.6%), season fell from 1.76 million to 1.44 million (18.1%), and Coupang Play fell from 3.67 million to 3.02 million (23.7%). .

The decrease in users seems to be largely due to the resumption of outside activities that were limited due to the novel coronavirus infection (COVID-19) epidemic.

Ha Jae-geun, a popular culture critic, said, “The biggest influence is that young people have gone out as social distancing is lifted.” He analyzed, “As a minor factor, after watching all the content worth seeing when OTT was in full swing, I was a little lulled.” .

Teabing 2022 original content lineup. Tea service provided

Amid the overall decline, it was found that the release of new original content had a positive effect on retaining the number of users.

If you look at the monthly decrease in users, Teabing is 2~3%, which is relatively small compared to other OTTs. In the case of last month, it was 3.1%, lower than Netflix’s 5.4%.

Teabing introduced ‘Seoul Check-in’, the first entertainment show produced by PD Kim Tae-ho after leaving MBC last month, and released the first part of ‘Ghost’ in which director Yeon Sang-ho co-wrote. The series ‘The King of Pigs’, based on the animation directed by Yeon Sang-ho, was also released sequentially.

Other OTTs are struggling with their own survival strategies.

Disney+ has been releasing its first Korean genre content ‘Grid’ sequentially from last February to last month. However, the number of users decreased every month, decreasing by 11.5% last month.

Wave provides the programs of the three terrestrial broadcasters, and Coupang Play is trying to attract users by exclusively disclosing sports broadcasts. For the season, ‘Boy’s Flight’ was released, and Watcha’s ‘Semantic Error’ was released as the original content.

However, these OTTs have a large variation in the number of users from month to month, and as of last month, Wave 10.7%, Coupang Play 10.5%, Season 7.5%, and Watcha 11.1% decreased.

Although the number of OTT users is on the decline, experts predict that the OTT market will not shrink.

Deok-hyeon Jeong, a popular culture critic, said, “OTT will continue to grow because people are already accustomed to viewing content on OTT.” said

He continued, “In the end, content is important, but the power of content does not come only from capital. is the key,” he said.

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Source: 세계일보 by www.segye.com.

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