티빙 영화 추천Submission time 2024-10-07 15:23
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(Seoul = Yonhap News) Reporter Lee Jeong-hyeon = It was found that Netflix’s easy and convenient use and Tving’s diverse content are the main factors in increasing brand customer loyalty.
Data analysis specialist Open Survey announced a user experience (UX) report on major online video services (OTT) with these contents as the main content on the 7th.
Open Survey conducted a first screening survey targeting 7,000 people aged 20 to 59 from August 26 to September 1, and a second main survey targeting 1,500 current users of major OTT services to derive the NPS (Net Promoter Score). NPS is a value calculated by subtracting the ratio of non-recommended customers from the ratio of recommended customers. According to the survey results, Tving (0.8) barely had a higher recommendation ratio, while Netflix recorded -1.5, Wave -4.7, Coupang Play -17.2, and Disney Plus -26.5. This means that the ratio of non-recommended customers is higher.
In particular, Disney Plus, which showed the lowest NPS, showed a significantly lower ratio of recommended customers and a significantly higher ratio of non-recommended customers compared to other brands.
As a result of analyzing the reasons for the intention to recommend, it was found that Wave was the most attractive because it is the only OTT that provides real-time broadcasting, although it uses several OTTs.
In addition, Netflix was analyzed to have the advantages of easy and convenient use and various original content, but its expensive (increased) usage fee was a hindrance.
Tving’s diverse and fun original content was cited as an advantage, while Coupang Play’s connection to Coupang membership and its abundance of sports content were cited as advantages.
In the case of Disney Plus, its strengths include content that suits tastes such as Marvel movies, but its weaknesses were pointed out as slow content uploads and insufficient content compared to other companies. Open Survey stated that “the proportion of mentions of diverse content is significantly higher in the neutral/recommended group than in the non-recommended group, and the proportion of mentions of the recommended group reaches 25%,” and “it is confirmed that diverse content is the most important driving force that helps convert to neutral/recommended customers.”
Meanwhile, in the OTT market, Netflix and Tving’s users increased in September, but Coupang Play and Wave decreased.
According to the ‘Monthly Active Users (MAU) Data of Major Industries and Companies in September 2024’ by data platform company IGA Works Mobile Index, the MAU of OTT apps in September were Netflix 11.67 million, Tving 7.87 million, Coupang Play 6.79 million, Wave 4.27 million, Disney Plus 2.82 million, and Watcha 540,000.
Netflix, Tving, and Disney Plus increased their users compared to June. Netflix increased from 14.2 million to 1.25 million, Tving increased from 6.52 million to 1.35 million, and Disney Plus also increased from 2.44 million to 380,000.
On the other hand, Coupang Play decreased from 7.33 million to 540,000, Wave decreased from 6.52 million to 2.25 million, and Watcha decreased from 590,000 to 50,000.
Netflix has been steadily introducing popular original content such as ‘Black and White Chef’ recently, and Tving has also acquired exclusive online broadcasting rights for the Korea Professional Baseball (KBO), which is causing baseball fans to gather together.
lisa@yna.co.kr
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2024/10/07 15:23 Sent
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