[Korea Social Trends Series] Part 15: Shifting Media Consumption – OTT and the Rise of Short-Form in Korea

In Korea, the way people consume media has changed more dramatically and rapidly than in almost any other country. Once a society where nightly television dramas and news programs set the rhythm of daily life, Korea is now dominated by streaming platforms, YouTube, and short-form content. This transformation is not just technological but deeply cultural, shaped by Korea’s fast-paced lifestyle, high smartphone penetration, and unique social pressures.

1. From TV to OTT Platforms
Until the early 2000s, broadcasters such as KBS, MBC, and SBS monopolized the media space. But by 2024, over 75% of Korean households were subscribed to at least one OTT service, with the average user paying for two or more platforms. Netflix remains the market leader thanks to global hits like Squid Game and The Glory, but domestic services like TVING, Wavve, and Coupang Play are fiercely competing by producing local originals that resonate with Korean audiences. For example, TVING’s reality shows targeting younger viewers and Wavve’s partnerships with terrestrial broadcasters have carved out loyal subscriber bases. This competition reflects how media consumption in Korea has shifted from collective viewing to fragmented, personalized choices.

2. YouTube’s Unrivaled Dominance
If Netflix disrupted traditional broadcasting, YouTube has become the true mainstream medium in Korea. Surveys show that over 90% of Koreans in their 20s and 30s use YouTube daily, while even people in their 50s and 60s increasingly rely on it for news, cooking tutorials, and history programs. Average daily viewing time exceeds 30 minutes per person, placing Korea among the highest globally. For many young Koreans, YouTube has replaced TV as their primary source of entertainment, education, and even news, reshaping how authority and credibility are constructed in society.

3. Short-Form Video Explosion
While TikTok has gained traction globally, in Korea, YouTube Shorts and Instagram Reels dominate the short-form market. This reflects both the strength of local digital ecosystems and concerns around TikTok’s data security. Short videos—often less than 30 seconds—spread rapidly through school campuses, subways, and office lunch breaks. Dance challenges, comedic skits, and lifestyle hacks not only shape youth culture but also influence mainstream advertising. Korean companies now design campaigns specifically for viral potential on Shorts and Reels.

4. Shopping and Media Merge
Another uniquely Korean development is the rise of 라이브커머스 (live commerce), where shopping and media intersect. Platforms like Coupang Live and Naver Shopping Live allow hosts to sell products via livestream, interacting with consumers in real time. The live commerce market surpassed 10 trillion won in 2023, making Korea one of the most advanced countries in integrating e-commerce with media consumption. Watching media is no longer separate from shopping—it has become part of the same experience.

5. Generational Differences
Media habits vary sharply by age. Teenagers consume hours of short-form content daily, often following trends set by K-pop agencies who design choreography with virality in mind. People in their 20s and 30s gravitate toward OTT dramas and reality shows, binge-watching entire seasons in one sitting. Meanwhile, Koreans in their 40s and 50s increasingly rely on YouTube for talk shows, political commentary, and how-to content. Even seniors in their 60s and 70s are switching from evening TV news to YouTube, often using smart TVs or tablets. This generational spread underscores YouTube’s role as a cross-generational platform while revealing fragmentation in content preferences.

6. Algorithmic Culture and Concerns
Recommendation systems drive much of this consumption. Koreans rely heavily on Netflix’s “Top 10” charts or YouTube’s home feed rather than actively searching for content. While this makes viewing effortless, it also reinforces echo chambers and sensationalist trends. Concerns about misinformation are growing, especially as YouTube commentators increasingly influence political debates and public opinion.

7. Everyday Life Examples
A high school student in Busan might spend her commute watching 15-second dance videos on Instagram Reels, while her 28-year-old brother binge-watches the latest Coupang Play series over the weekend. Their parents rely on YouTube cooking tutorials for dinner ideas, while their grandmother follows YouTube-based news commentary channels. These examples show how media is now tailored to every stage of life, yet almost always digital.

8. Looking Ahead
Korea’s media ecosystem is likely to grow even more interactive and personalized. AI-driven recommendations, virtual influencers, and immersive VR/AR content are already in development. For foreign readers, Korea’s case demonstrates how a digitally advanced society can transition almost entirely from traditional broadcasting to a platform-based ecosystem within a single generation—reshaping not only entertainment but also education, commerce, and civic life.

Editor’s Note
Korea’s media shift is not a generic global story but a distinctly Korean one. The speed of adoption, the fusion of commerce and content, and the centrality of YouTube across all age groups make Korea a pioneer in the digital age. Yet these same strengths pose challenges—fragmentation, inequality of access, and the risk of misinformation. For outsiders, Korea offers a glimpse into the future of media when technological innovation collides with a society eager to adapt at lightning speed.