South Korea’s SVOD market is set to surpass $2 billion by 2029, with nearly 9 in 10 Koreans using streaming platforms. However, this isn’t solely due to industry giants. Local platforms are rivalling global powerhouses – and delivering a tailored experience is what helps set them apart.

Netflix, Disney+, and Apple TV+ are making aggressive moves in the South Korean streaming market, but local providers aren’t backing down. The dominance of domestic platforms like TVING, Wavve, and Coupang Play – which hold three of the top five positions for SVOD platforms – highlights a clear preference among viewers for local content and cultural relevance over global brands.

This trend is further amplified by the global rise of the K-wave (Hallyu), which has fueled demand for Korean dramas, films, and variety shows beyond South Korea’s borders. International audiences are increasingly turning to Korean streaming platforms for exclusive access to homegrown content, reinforcing their stronghold in the domestic market.

Success in South Korea hinges on cultural authenticity, high-quality personalization, and local social platform use.

HOW SOUTH KOREANS STREAM

1. LOYALTY THROUGH EXCLUSIVITY

South Korean audiences are fiercely loyal to streaming services that consistently offer high-value, exclusive content. TVING’s original dating reality series Transit Love stands as a prime example, earning widespread acclaim and a prestigious nomination for Best Entertainment at the Baeksang Arts Awards in 2022 – marking a milestone as the platform’s first original production to receive such recognition.

Likewise, Coupang Play has seen explosive growth, surpassing 8 million monthly users in South Korea. This surge can be attributed to its powerful combination of leveraging its eCommerce user base and offering exclusive content, including high-demand sports livestreams and original variety shows like SNL Korea, which commands 2.7 times the demand of any other TV series in the region.

For streaming platforms to succeed, they must continuously invest in exclusive, high-quality releases rather than rely solely on global blockbusters.

2. VALUE-DRIVEN SUBSCRIPTIONS

While South Korea is a major entertainment hub, consumers remain price-sensitive. Affordable plans and bundled services perform best, with cost-conscious users opting for multi-service memberships. 

Coupang Play’s 4,990 KRW per month pricing, included in Coupang Wow, makes it a strong competitor against Netflix’s 9,500–17,000 KRW tiers. TVING and Wavve attract users by offering telecom bundles, which significantly lower perceived costs.

But it doesn’t stop there. Netflix has teamed up with Naver, South Korea’s top online portal for news, searches, and product research, to provide Naver Plus members with free, ad-supported viewing.

South Korean consumers love premium content – but at what cost? With over half of users sharing accounts to reduce expenses, it makes cracking down on password sharing a tricky situation. 

For this audience, it’s crucial to clearly communicate the value behind new password policies, emphasizing the trade-off that helps sustain high-quality content and a better viewing experience for subscribers.

One thing is clear: subscribers expect value for their money. Platforms that raise prices without offering additional benefits risk losing viewers. Effective communication and well-designed bundle deals are crucial to keeping South Korean audiences engaged and satisfied.

3. DEMAND FOR KOREAN CONTENT

Korean dramas and variety shows continue to dominate South Korea’s streaming landscape. Despite a growing interest in global content, homegrown productions remain the primary driver of viewership. Hits like The Glory and Reborn Rich have consistently topped charts across multiple platforms, with local content occupying nearly every top 10 spot.

Investing in exclusive local productions and securing high-demand content is non-negotiable for streaming success in South Korea. Audiences are also drawn to familiar formats, making localized adaptations a powerful strategy. Disney+ leveraged this with The Zone: Survival Mission and SNL Korea, successfully reimagining global franchises for Korean viewers.

The Korean Wave’s influence extends beyond national borders, proving that investment in local content can generate global rewards. Recognizing this, Paramount+ opted against a standalone launch in South Korea. 

Rather than spending millions on an independent market entry, Paramount+ leveraged TVING’s established user base, reducing CAC while maximizing content monetization through local distribution. 

The brand strategically partnered with TVING to distribute international hits to Korean audiences while simultaneously expanding the global reach of K-dramas. This approach highlights how global and local platforms can collaborate to maximize impact.

4. SOCIAL MEDIA-DRIVEN DISCOVERY

South Korean viewers rely heavily on platforms like X, Naver, and YouTube to gauge trends before subscribing, emphasizing how off-service marketing efforts can drive on-service use. 

When The Glory aired, it wasn’t just a show – it was a social event. Hashtags trended, memes flooded social media, and fan theories exploded across Naver and KakaoTalk. In South Korea, streaming success isn’t about just having content – it’s about owning the cultural moment.

Influencer-led content reviews, reaction videos, and community-driven discussions play a crucial role in decision-making. Platforms that engage in off-service conversations, leveraging real-time trends and viral content, experience stronger on-service engagement. 

For example, the dating reality show Transit Love gained a cult following due to heavy discussion on Korean online forums and Naver articles. Memorable moments became viral memes, influencing non-viewers to start watching. 

Notably, a surprise live broadcast by cast member Sung Hae Eun drew 93,000 viewers, underscoring the show’s widespread appeal. Other cast members commented on the livestream, creating online hype and advertising for the TV show.

For SVOD platforms in South Korea, this means that success goes beyond just offering quality content – it requires actively shaping and amplifying online conversations.

STREAMING SERVICE MARKETING STRATEGIES

1. ON-SERVICE LOCALIZATION

South Korean audiences favor clean, text-heavy interfaces with smart recommendations. Nearly 60% of users stream content via smartphones, highlighting the necessity for mobile-optimized UX.

Curated homepages showcasing trending dramas, personalized push notifications, and AI-driven recommendations are essential for keeping South Korean viewers engaged. A prime example is Watcha, which stands out for its advanced recommendation algorithm.

What makes Watcha’s system unique is its integration with Watcha Pedia, a separate app that allows users to rate and review movies, dramas, and books. This data is then used to refine Watcha’s content recommendations, creating a highly personalized viewing experience. 

By leveraging user preferences and behavioral data, Watcha ensures that subscribers receive content suggestions tailored to their tastes, ultimately increasing engagement and retention.

2. OFF-SERVICE MARKETING STRATEGIES

Campaigns that tap into Korea’s entertainment and celebrity culture generate maximum impact. Featuring K-drama stars or integrating themes from popular shows in advertising campaigns significantly boosts visibility.

For example, TVING’s partnership with idol groups and webtoon adaptations has successfully driven fan engagement, proving that pop culture tie-ins can convert casual viewers into paying subscribers.

Their web series adaptation of the popular webtoon “My Roommate Is a Gumiho” garnered significant attention. This wasn’t only due to the webtoon’s popularity. It was also because of the star-studded cast, including K-pop idols like Noh Jung-ui and the series’ connection to fan favorite groups.

3. THE POWER OF KAKAOTALK & NAVER

KakaoTalk dominates South Korea’s messaging landscape, boasting a market share of up to 93.4%. This widespread usage presents streaming services with unique marketing opportunities. By establishing official brand channels on KakaoTalk, companies can send targeted messages directly to followers, enhancing engagement.

Additionally, offering exclusive content previews through these channels can attract and retain subscribers. Branded KakaoTalk emoticons featuring popular K-drama characters are another way streamers filter into fans’ daily lives, fostering a deeper connection to the service. 

Naver plays a crucial role in streaming discovery. Korean users frequently search for show rankings, reviews, and news before choosing a platform. 

Standard search engine marketing strategies may not be effective on Naver – instead, focusing on creating content tailored for Naver searches, publishing blog-style articles, and using Naver TV to share promotional clips will boost organic visibility and attract new subscribers.

FINAL THOUGHT

Succeeding in South Korea’s streaming industry requires more than just launching a service. Understanding local preferences, offering personalization, and delivering premium K-content are the keys to lasting success.

Without a strong strategy, global platforms risk being overshadowed by homegrown competitors. By blending cultural insights with innovative marketing, streaming services can build deeper connections with Korean audiences and achieve long-term growth.

Is your streaming strategy ready for South Korea? We can help refine your approach. Let’s talk.