Like the 'Jipkokzok', Enthralled by OTT and Games... Mainstream 'Taeknam Taeknyeo' and 'Sugomori'

[Asia Economy Reporter Kim Heung-soon] Just as domestic online content consumption such as online video services (OTT), games, and social network services (SNS) surged due to the novel coronavirus infection (COVID-19) crisis, it has been revealed that similar cultures led the first half of this year in the United States, Japan, China, and Europe. In these major countries, activities similar to Korea's 'Jipkok' culture?spending time at home?dominated.

US StayatHome Culture, Netflix Surpasses YouTube

According to the Korea Creative Content Agency on the 20th, the United States issued a 'lockdown' order in March, forcing all businesses except essential services to close, establishing the 'StayatHome' culture as the mainstream, similar to Korea's Jipkok culture.

Notably, streaming content usage in the US, where global OTT platforms are active, increased by up to 60% in March compared to before COVID-19. According to the online market research firm Comscore, users most frequently used streaming services in the order of Netflix (37%), YouTube (21%), Amazon Prime (16%), and Hulu (12%).

According to a survey of 697 content users by the Korea Creative Content Agency, in Korea, new YouTube users (45.5%) outnumbered Netflix users (36.7%) after COVID-19, but in the US, Netflix usage was higher. Mobile game downloads in the US also increased significantly after COVID-19. According to 'Game Finder' data, searches for management games increased by 857%, puzzle games by 590%, and social games by 368%, respectively.

[Image source=Yonhap News]

China's Taeknam Taeknyeo, Japan's Sugomori... From Maladaptation to Mainstream

The Jipkok culture is also spreading in China and Japan. In China, people who avoid face-to-face activities and focus on online communication were negatively labeled as Taeknam Taeknyeo (宅男宅女), but perceptions improved due to COVID-19. The number of people enjoying OTT, games, and SNS surged. According to the China Game Industry Research Institute and others, sales revenue in the Chinese game market from January to June this year reached 139.493 billion yuan (approximately 23.9495 trillion won), a 22.34% increase compared to the same period last year. The OTT platform 'iQIYI,' known as the Chinese version of Netflix, saw its total streaming ratio increase by 34% compared to the same period last year.

In Japan, 'Sugomori consumption,' which involves handling everything at home, surged. According to a survey by the ICT Comprehensive Research Institute, the service with the highest increase in usage frequency after COVID-19 was internet video (34.0%). The popular Nintendo Switch game software 'Animal Crossing: New Horizons' sold over 5 million copies in the first half of this year alone, marking the highest sales record among the company's software.

Additionally, the French Ministry of Culture has opened the digital cultural content platform 'Culture chez nous (Culture at Home)' since March, introducing cultural content from affiliated institutions and providing customized content suitable for children, parents, and teachers. Representative examples include free online screenings of ballet and opera performances and providing materials linked to the online platforms of national museums and libraries.

The Korea Creative Content Agency published a report titled '2020 Overseas Business Center COVID-19 Special Issue' on the 19th, which investigates changes in local content markets and consumption trends due to COVID-19 by overseas business centers. The report consists of nine countries: the United States, China, Japan, Europe, Indonesia, the United Arab Emirates (UAE), Vietnam, the Philippines, and Singapore. The original text is available on the Content Export Marketing Platform (Welcon) and the Korea Creative Content Agency website.

Park Seung-ryong, head of the Overseas Business Division at the Korea Creative Content Agency, said, "We hope domestic content industry workers can understand the rapidly changing overseas content market trends due to COVID-19 and find new directions for entering overseas markets."

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