OTT App Usage in South Korea Surpasses 2.2 Million Monthly Active Users in May

South Korea’s OTT app monthly active user (MAU) count reached 2.209 million in May, reflecting a 4% year-over-year increase, according to data analysis firm WiseApp and Retail. This marks the third consecutive year of growth, with an average annual rise of 5.7% over three years.

Netflix Leads User Base, Tving Surpasses Coupang Play in Viewing Time

Netflix maintained its dominance in user share, capturing 37.8% of OTT app users in May, followed by Coupang Play at 24.4% and Tving at 17.8%, per the report. However, viewing time distribution revealed a different dynamic: Netflix held 57.7% of total watch time, while Tving secured 24.8%, surpassing Coupang Play’s 6.5% share.

Disparity Between User Numbers and Engagement Metrics

The data highlights a gap between user volume and engagement. Coupang Play, with 24.4% of users, accounted for only 6.5% of total viewing time, suggesting shorter average session lengths compared to its market share. Tving, meanwhile, outperformed its user share (17.8%) in time spent, indicating higher average engagement.

Market Share Overview

• User Share: Netflix (37.8%), Coupang Play (24.4%), Tving (17.8%), Disney+ (6.7%), Wavve (6.1%), Raphi (2.9%), U+ Mobile TV (2.1%), Wavve (1.3%), Sports Now (0.9%)
• Viewing Time Share: Netflix (57.7%), Tving (24.8%), Coupang Play (6.5%), Wavve (5.4%), Disney+ (3.3%), Raphi (1.8%), Wavve and U+ Mobile TV (0.2% each), Sports Now (0.1%)

Industry Implications

The divergence between user numbers and engagement metrics underscores shifting consumer behavior. While Coupang Play’s large user base suggests strong accessibility, its lower time share indicates challenges in retaining viewers. Conversely, Tving’s higher time share may reflect targeted content strategies or stronger user retention efforts.