Netflix Leads Satisfaction Rankings in Korea’s Streaming Market (Yonhap)
SEOUL, Aug. 14 (Korea Bizwire) — Netflix has emerged as the most satisfying streaming service for South Korean consumers, with content diversity ranking as the top factor influencing platform choice, according to a government survey released August 14.
The Korea Consumer Agency polled 1,500 users — 300 each from Netflix, Disney+, Wavve, Coupang Play and Tving — the five largest platforms by monthly active users. Overall satisfaction across the group averaged 3.64 out of 5, with Netflix leading at 3.75. Tving followed at 3.66, trailed by Coupang Play (3.64), Wavve (3.62) and Disney+ (3.51).
Among core service categories, “payment convenience” scored highest at 4.01, while “benefits offered” was lowest at 3.46, suggesting that while billing is smooth, subscribers see limited added value. Coupang Play ranked highest for pricing satisfaction (3.74), while Netflix led in content quality (4.07).
When asked why they chose their service, 20.3% cited content diversity, followed by reasonable pricing (19.1%), satisfaction with original content (17.3%) and entertainment value (13.9%). Netflix and Wavve users favored content variety, Disney+ and Tving users highlighted original programming, and Coupang Play subscribers pointed to competitive pricing.
‘Streamflation’ Hits South Korea as Subscription Prices Climb Across Major OTT Platforms (Image supported by ChatGPT)
Most respondents opted for the cheapest available plans, such as Netflix’s “Ad-Supported Standard” and Tving’s equivalent tier. Coupang Play’s near-exclusive “Rocket Wow Membership” model dominated among its users.
About 12.2% of all respondents reported experiencing dissatisfaction or service issues, with 42.1% of complaints related to access or server disruptions. The Consumer Agency said it will urge OTT providers to improve system maintenance, diversify pricing plans, and streamline complaint handling.
Lina Jang (linajang@koreabizwire.com)
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