"High Proportion of Millennial Subscribers".. KT OTT, Customized Revamp of 'Seezn'

[Asia Economy Reporter Koo Chae-eun] KT announced on the 12th that it analyzed the usage patterns of Seezn customers and revamped the app based on this to provide a personalized experience. Considering the high proportion of subscribers in their 20s and 30s, the 'Millennial generation,' convenience was enhanced.

The survey results showed that users in their 20s and 30s accounted for 65% of all Seezn users. In particular, female users in their 20s (20%) had the highest proportion, followed by females in their 30s (16%) and males in their 30s (15%). Additionally, through Seezn's VOD service, female users mainly consumed drama and entertainment content, while male users preferred watching movies. Among TV replay services, regardless of age or gender, content from CJ E&M and JTBC was the most popular.

Looking at usage by time of day, the prime time with the highest Seezn usage was between 10 PM and midnight. Following that, on weekdays, usage surged between 6 PM and 7 PM (evening) and 7 AM to 9 AM (morning), indicating many users enjoy Seezn during their commute. On weekends, unlike weekdays, Seezn usage remained steady throughout working hours (1 PM to 6 PM) without significant fluctuations.

Based on this, KT revamped the Seezn app to improve usability and enhance viewing convenience. Unlike other OTT services, Seezn offers abundant content that can be enjoyed for free simply by logging in without subscribing to a separate plan. Therefore, the ‘Anyone Free’ menu was placed at the top of the home screen to improve accessibility. This menu allows users to freely select and enjoy a variety of free content tailored to the tastes of the Millennial generation, including original content exclusive to Seezn. The most popular live channel currently airing can also be played immediately.

Yoo Hyun-jung, KT’s Senior Vice President in charge of Mobile Media Business, said, “Seezn is receiving great responses from Millennial customers who are sensitive to trends by offering diverse original content and a differentiated viewing environment,” adding, “We will continue to introduce services and content that provide enjoyable and new experiences to our customers.”

This content was produced with the assistance of AI translation services.