70% of South Koreans in their 20s regularly watch video content on TV. (Image courtesy of Kobiz Media)
SEOUL, Aug. 15 (Korea Bizwire) – In an era dominated by digital streaming, South Korean young adults are bucking global trends by maintaining a strong connection to traditional television viewing.
A recent survey reveals that about 70% of South Koreans in their 20s regularly watch video content on TV, dedicating an average of 132 minutes per week to television viewing.
The Korea Broadcast Advertising Corporation (KOBACO) released these findings on August 14, based on an online survey of 1,000 individuals in their 20s across the country.
The results challenge the widespread notion that Generation Z, known for its digital affinity, primarily consumes video content online.
“Contrary to popular belief, we’ve found that young adults are actively engaging with TV, often in conjunction with social media and other communication channels,” a KOBACO representative explained.
The survey revealed that 69.8% of respondents in their 20s regularly watch video content on TV. Notably, there’s a high preference for watching programs during their original broadcast time.
Among TV owners in this age group, 43% reported having shows they watch during the initial broadcast rather than as reruns.
Variety shows topped the list of programs watched during original broadcasts at 76.7%, followed by dramas (54.2%), news (33%), and sports (24.1%).
While the rise of online streaming services has reduced the number of young adults watching dramas during their initial broadcast, variety shows continue to draw live TV audiences.
Interestingly, the social aspect of TV viewing remains strong among this demographic.
Of those who reported watching TV, 40.3% said they engage in real-time communication about the broadcast content, and 60% felt that this real-time interaction enhances their enjoyment.
The most popular platforms for this simultaneous communication were KakaoTalk (41.4%), Instagram (28%), and YouTube (11.2%).
The survey also explored attitudes towards TV advertising. Among regular TV viewers, 62.6% reported searching for products after seeing them in TV advertisements, while 35.8% had made purchases influenced by TV ads.
When comparing perceptions of TV ads to those on streaming platforms, TV advertisements scored higher in terms of creating brand familiarity (66.8% for TV vs. 42.7% for streaming) and trust (51.7% for TV vs. 34.4% for streaming).
M. H. Lee (mhlee@koreabizwire.com)
