"Teenagers Watch Short-Form Videos for an Average of 63 Minutes a Day" Mezzomedia 2023 Report

Survey Conducted on 1,000 Men and Women
Video, Short-form, OTT, Web Content Usage Patterns
Main Online Activity is 'Video Streaming Channels (53%)'

Mezzomedia, a digital marketing company under CJ ENM, announced on the 26th that it has published the 2023 Digital Lifestyle Report ‘Leisure? Hobby Edition.’ The report provides insights into consumers by categorizing online leisure and hobby-related data such as major online activities, video, short-form, OTT, webtoon, web novel, and web drama content by gender and age group. It was created based on an online survey conducted on 1,000 men and women aged 15 to 59 residing in Seoul, Gyeonggi, and five major metropolitan cities.

According to this report, the central hub of online leisure activities was found to be ‘video content viewing.’ ‘Video streaming channels (53%)’ and ‘OTT video viewing (34%)’ ranked first and third, respectively. In a survey on the most frequently used video streaming channels, 91% of respondents chose ‘YouTube.’ When selecting YouTube videos, they valued ‘video titles (43%)’ and ‘video thumbnails (40%),’ and the most preferred YouTube video length was around ‘16 minutes’ per video.

The most used short-form channel was also ‘YouTube Shorts,’ chosen by 76% of respondents. Notably, the average daily short-form channel usage time among teenagers was overwhelmingly high at ‘63 minutes.’ This was followed by people in their 20s (39 minutes), 30s (33 minutes), 50s (30 minutes), and 40s (29 minutes), with the overall average daily short-form channel usage time across all age groups recorded at 35 minutes. Respondents cited ‘there is a lot of entertaining content (top reason)’ as the main reason for watching short-form videos.

OTT has established itself as a popular service, with an average daily viewing time of over 50 minutes across all age groups and half of the respondents using it more than four times a week. Respondents mainly watched ‘movies (69%)’ and ‘domestic dramas (63%)’ on OTT platforms.

Meanwhile, the most used digital content services were ‘webtoons (41%),’ ‘web novels (16%),’ and ‘web dramas (15%)’ in that order. Although the proportion of consumers who watch webtoons more than four times a week is very high, web dramas were analyzed to be used temporarily when there is desired content rather than on a regular basis.

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