A new player is shaking up South Korea's online streaming market.
Coupang Play has outperformed established giants like Netflix and TVING to secure the top spot in new installs.
According to Mobile Index's report of the 'Top 10 New Installs for 2024', Coupang Play was the only OTT platform to make the list, ranking 9th overall with 5.87 million cumulative new installs from January to November.
This achievement marks a significant shift in a market historically dominated by global OTT platforms. Coupang Play's rise is attributed to its aggressive push in original content production. Some of its most talked-about releases this year include 'Hide,' 'The Sympathizer,' 'Cinderella at 2 AM,' 'SNL Korea Season 6,' 'What Comes After Love,' 'Campus War Season 2,' 'Shooting Star,' and 'Family Matters'.
Among these, the original series 'Family Matters' garnered particular attention, with its viewership increasing by 425% compared to its opening score after the release of episode 4. This made it the most-watched and most-viewed series in Coupang Play's history. Such unique and distinctive content has become a defining competitive edge for the platform, setting it apart from its rivals.
Coupang Play has also made a strong impression in sports broadcasting. Its coverage of events like the MLB World Tour Seoul Series 2024 was met with enthusiasm from sports fans. By offering a wide range of sports content and live broadcasts, the platform has successfully expanded its audience base.
A representative from Coupang Play stated, “We will continue to deliver differentiated viewing experiences to inspire and delight our customers."
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