Updated Mar 17, 2026 by Korea Creative Content Agency
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.
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.