Short-form content has emerged as the most popular type of mobile viewing among South Korean consumers. (Image courtesy of Kobiz Media)
SEOUL, March 13 (Korea Bizwire) — South Koreans are spending nearly seven times more time watching short-form videos than traditional over-the-top (OTT) streaming content, underscoring a shift in digital consumption patterns toward quick, engaging clips.
According to a report released on Thursday by WiseApp Retail, a mobile app and retail analytics firm, the average South Korean user spent 48 hours and 73 minutes on short-form video platforms—such as YouTube, TikTok, and Instagram—last month.
In contrast, users spent just 7 hours and 14 minutes on major OTT platforms, including Netflix, Tving, Wavve, Disney+, and Coupang Play.
The trend is consistent with data from August last year, when short-form platforms saw an average of 52 hours and 2 minutes of usage per user, compared to 7 hours and 17 minutes for OTT services.
The findings highlight the growing dominance of short-form content, which has now cemented itself as a primary mode of digital entertainment in South Korea.
The trend reflects a broader shift, as businesses across industries—ranging from restaurants and cafes to delivery services and recruitment—embrace short-form videos for their intuitive ability to combine information and entertainment in seconds. (Image courtesy of PxHere/CCL)
Why Short-Form Content Is Winning
Analysts attribute the surge in short-form video consumption to shifting viewer habits, with audiences gravitating toward bite-sized, fast-paced content that aligns with decreasing attention spans. Unlike traditional long-form streaming, short videos allow users to consume content rapidly and interactively.
The rise of short-form video has also been fueled by an expanding ecosystem of content creators. While global giants like YouTube and Instagram continue to dominate the space, domestic platforms such as Naver and Kakao have intensified their focus on short-form services, offering personalized content and creation tools for users.
Tech Giants Expanding Short-Form Offerings
In response to this trend, South Korea’s leading tech firms are doubling down on short-form video investments.
Kakao launched the “Daum Channel Boost-Up Challenge” in December last year, an initiative aimed at supporting content creators and expanding the production of short-form content.
A company representative noted that since the program’s launch, the number of new content channels and videos has steadily increased, enhancing the variety of available entertainment options.
Kakao plans to introduce a dedicated “Shorts” tab within its Daum app in the second quarter of this year to increase user engagement. Additionally, it is set to launch a new discovery section within KakaoTalk later this year, offering a variety of short-form and interactive content formats.
Meanwhile, Naver has reported rapid growth in its short-form video service, Clips. In February, the platform saw a fivefold increase in content production compared to the same month last year, while daily video views quadrupled and the number of active channels tripled.
A Naver spokesperson credited this growth to ongoing enhancements in content recommendation algorithms and expanded creator support programs.
“Our video play count increased tenfold last year, and this momentum has carried into 2025,” the spokesperson said. “We plan to continue strengthening our creator support and refining our content recommendation features to maintain this trajectory.”
As short-form content continues to dominate digital viewing habits in South Korea, streaming platforms and social media companies are expected to further invest in AI-driven personalization, creator incentives, and new monetization strategies to capitalize on the shifting landscape of entertainment consumption.
Lina Jang (linajang@koreabizwire.com)
