South Korea’s digital landscape shifts as global platforms gain popularity

The digital landscape in South Korea is witnessing a significant shift as global social media platforms like YouTube and Instagram attract an increasing amount of user engagement, according to data released by the industry tracker WiseApp. The report, revealed on Sunday, highlights a noticeable rise in the time South Korean users spend on these platforms, contrasting with a decline in the usage of domestic platforms such as KakaoTalk and Naver.

In September, South Korean users spent a total of 1.8 billion hours on YouTube, marking a 9.5% increase compared to the same month last year. Instagram also saw a substantial rise in user engagement, with usage time reaching 378 million hours, a staggering 42.1% surge from the previous year. This places Instagram as the third most popular application in terms of usage time.

In stark contrast, KakaoTalk, South Korea’s dominant messaging app, experienced a 3.3% decrease in usage, falling to 527 million hours. Similarly, Naver, the country’s leading search engine, saw a 9.7% drop in usage time, totalling 329 million hours for the month.

Industry analysts attribute the growing popularity of YouTube and Instagram to their focus on short-form video content. These platforms have capitalised on the trend by launching features like Instagram’s Reels and YouTube Shorts, which allow users to create and consume entertainment content that lasts only a few seconds. This type of content has proven to engage users effectively, encouraging longer stays on the platforms.

Meanwhile, domestic platforms such as Naver and Kakao are being urged to enhance their short-form video offerings to remain competitive. An industry official noted the challenges these local players face in competing directly with globally viewed giants like Instagram and YouTube. The official suggested that domestic platforms focus on increasing compensation for creators as a strategy to enhance their appeal and retain user engagement.

The report underlines the ongoing evolution of user preferences in South Korea, as global platforms continue to capture a larger share of user engagement, putting pressure on local players to innovate and adapt to changing trends in digital media consumption.

Source: Noah Wire Services