ReportKOCCA – Korea Creative Content Agency
2024 Analysis of Short-Form Video Usage Patterns and Platform Preferences in Korea
1 Jan 20245 pages~6 min full read
Consumer preference for ultra-short videos (15 seconds or less) in South Korea surged from 19.7% in 2021 to 53.2% in 2023.
TikTok leads in engagement volume, with users watching an average of 15.4 short videos per session, compared to 11 on YouTube Shorts and 10.6 on Instagram Reels.
Humor and gag content is the primary driver for both YouTube Shorts (48.2%) and TikTok (40.5%).
TikTok users demonstrate a distinct preference for restaurant-related (35%) and challenge-type (24.5%) content.
YouTube Shorts content consumption is characterized by a focus on entertainment (39.1%) and everyday-life themes.
The findings are based on comprehensive survey data from 1,883 to 5,000 Korean internet users aged 15–59, reflecting a national shift toward bite-sized digital entertainment.
The analysis examines how South Korean users consume ultra‑short video content, focusing on platform preferences and viewing behaviors between 2021 and 2023. It demonstrates a rapid shift toward videos of 15 seconds or less, with the proportion of viewers favoring this format rising from 19.7 % in 2021 to 53.2 % in 2023, indicating a strong market demand for bite‑sized entertainment.
Survey data collected from 1,883 internet users aged 15‑59 who had watched online video in the preceding week reveals distinct consumption patterns across TikTok, YouTube Shorts and Instagram Reels. In 2023, TikTok users watched an average of 15.4 short videos per session, outpacing YouTube Shorts (11) and Instagram Reels (10.6). Content preferences also diverge: humor and gag videos dominate on both YouTube Shorts (48.2 %) and TikTok (40.5 %), while TikTok shows a higher appetite for restaurant‑related (35 %) and challenge‑type (24.5 %) clips, and YouTube Shorts leans toward entertainment (39.1 %) and everyday‑life themes.
The study’s scope is national, covering South Korea’s digital‑savvy population within the 15‑59 age bracket over a three‑year period. Methodologically, the findings derive from two primary surveys: a Statista‑sourced panel of 1,883 respondents (2021‑2023) and a separate 5,000‑person sample collected in February 2023 by a Korean business newspaper, both administered online via Opensurvey platforms. The combined data set provides a comprehensive view of short‑form video consumption trends, highlighting TikTok’s leading role in session volume and the growing prominence of ultra‑short formats across the Korean market.
