KT OTT Season Targets 'Millennial Women's Hearts'

65% of Users Are Women in Their 20s and 30s
Short-Form Content Centered on Idols Gains Popularity

[Asia Economy Reporter Koo Chae-eun] KT's online video service (OTT) Seezn is expanding its user base mainly among female consumers in their 20s and 30s. The number of millennial female users attracted by idol original content is increasing. Riding the Korean Wave, demand for idol content is also high in the Southeast Asian market, leading to export and supply contracts.

According to KT on the 8th, users in their 20s and 30s account for 65% of Seezn's user base. Among them, 20s female users make up the largest portion at 20%, followed by 30s female users (16%), 30s male users (15%), and 20s male users (14%). The combined share of female users in their 20s and 30s reaches 36%.

The high response from female users is due to the abundance of 'short-form' and 'idol'-centered content. Women in their 20s and 30s consume a lot of short video content and form the main fan base of idols. Especially this year, web dramas like 'In-eo Wangja' (Mermaid Prince), 'Romance Stalking', and idol variety shows such as 'Woojeongz's Insatour' and 'Idol Military Camp' have received high interest and positive responses.

This kind of short-form content features videos about 25 minutes long and offers real-time communication opportunities through live broadcasts with the cast and chat functions. One of the popular contents, 'Children in a Locked Room Season 2', surpassed 1 million cumulative likes during its broadcast period.

Exports overseas are also continuing. KT has agreed to supply eight original contents including dramas 'Yeonnam-dong Family', 'Woke Up with Three Boyfriends', 'Romance, Talking', and 'Ghost Bros' to Taiwan's telecom company FET. Idol variety shows like 'Woojeongz's Insatour' and 'NCT Life' have also been exported to Japan and Southeast Asia.

A KT official said, "Seezn has created Korean-style original content that combines popular elements such as idols, short-form, and interactivity," adding, "We will continue to provide users with more diverse and fresh content through genres like web variety shows and web dramas, strengthening the competitiveness of our native OTT."

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