Korean smartphone Users Embrace Video Apps: A Deep Dive into Usage Trends

South Korea’s smartphone users are avid consumers of video content, with a staggering 94% engaging with video service applications like YouTube, Instagram, TikTok, and various Over-The-Top (OTT) platforms. This widespread adoption highlights the significant role video plays in the daily lives of Koreans.

Recent data underscores the dominance of specific platforms within this vibrant ecosystem. Let’s examine the key players and their respective influence.

YouTube’s Unrivaled Reign: Hours Watched and User Base

YouTube stands as the undisputed leader in the Korean video app market. The platform boasts an impressive 46.65 million users, dwarfing its competitors. But the real story lies in the sheer volume of content consumed.

Koreans spent a collective 109.3 billion minutes on YouTube in February alone, representing a commanding 67.4% of total video app usage time. This figure highlights YouTube’s pervasive influence on Korean digital habits.

The Contenders: Instagram, TikTok, and Netflix Vie for Attention

While youtube dominates, other platforms are vying for a piece of the Korean video pie. Instagram,with its focus on visual content and social sharing,attracts a substantial 26.4 million users, capturing 14.7% of total usage time (23.7 billion minutes). TikTok, the short-form video sensation, engages 11.63 million users, accounting for 6.2% of viewing time (10.1 billion minutes).

Netflix, the global streaming giant, holds a significant position in the OTT market, attracting 13.48 million Korean users. Though, its share of total video app usage time is relatively modest at 3.3% (5.4 billion minutes).

Coupang Play: A domestic OTT Success Story

Amidst the international giants, Coupang Play stands out as a successful domestic OTT platform. While its overall user base of 7.53 million is smaller than YouTube or Netflix, Coupang Play has carved out a niche for itself in the Korean market.

Coupang Play claims the top spot among domestic OTT services in Korea, based on monthly active users (MAU) from 2023 to February 2025. This achievement underscores the platform’s ability to resonate with Korean viewers and compete effectively against global players.

coupang Play is ranked No. 1 in korea in Korea from 2023 to February based on monthly active users (MAU).
Coupang Play

Implications and Future Trends in the Korean Video App Market

The Korean video app market is dynamic and competitive. YouTube’s dominance is undeniable, but other platforms are finding ways to attract and retain users.The rise of Coupang Play demonstrates the potential for domestic OTT services to thrive by catering to local tastes and preferences.

as technology evolves and consumer preferences shift, the landscape of korean video consumption will continue to evolve. Expect to see further innovation and competition as platforms vie for the attention of Korean smartphone users.