The 2023 AFC Asian Cup held in Qatar has led to a significant increase in users of Coupang Play. (Photo: a screenshot from Coupang Play)
SEOUL, Feb. 5 (Korea Bizwire) – The 2023 AFC Asian Cup held in Qatar has led to a significant increase in users of Coupang Play, which holds the online broadcasting rights for the event.
The service, affiliated with Coupang, has been expanding its user base through an aggressive strategy of securing sports broadcasting rights combined with a low-cost service approach.
According to Newsis, data from Mobile Index showed that on the days of South Korea’s matches in the Asian Cup – January 15, 20, and 25 – Coupang Play’s mobile app Daily Active Users (DAU) reached 1.5 million, 1.66 million, and 1.56 million, respectively.
This marked an increase of approximately 1.5 times the usual user engagement, with the highest DAU in the past year recorded during the match against Jordan on January 20.
While Tving also saw an influx of users due to the tournament, it did not broadcast the Round of 16 and quarterfinal matches due to contractual limitations. In contrast, Coupang Play broadcasted all matches, including those involving the South Korean team.
Coupang Play distinguished itself from other football broadcasts by choosing popular songs as background music. For instance, the ending song for the match against Malaysia, which ended in a 3-3 draw, was “It Can’t Be Real” by Lim Jeong Hee.
After the Round of 16 match against Saudi Arabia, the song “Long Hair Girl” by Teen Top was selected, reminiscent of the long-haired players Cho Gue-sung and Jo Hyeon-woo who performed well that day.
These choices sparked positive reactions on internet communities, with comments praising the comforting ending songs and curious inquiries about who made the selections.
The service’s growth is also linked to Coupang’s “Wow Membership,” which offers benefits across Coupang Play and Coupang Eats, along with the main shopping service. Subscribers to Coupang’s membership service receive free access to Coupang Play and discounts on the delivery app Coupang Eats.
Reports indicate that as of December 2023, Coupang Play hit a record high with 14.57 million app installs and 7.66 million users, becoming the first domestic streaming app, besides Netflix, to surpass 7 million users.
Coupang’s overall revenue in December 2023 saw a 23% increase from the previous year, totaling 4.28 trillion won. Coupang Eats also experienced a significant rise in users, challenging Yogiyo, the industry’s second-largest player.
Kevin Lee (kevinlee@koreabizwire.com)
