Koreans Buy 3 Hours of Happiness a Day for 30,000 Won a Month

Average Daily Content Consumption by Koreans is 3 Hours
YouTube Share Surpasses OTT, TV, Music, and Games
Silver Generation Emerges as New Concert Consumers

It is truly the golden age of YouTube. It has established itself as the content platform where our people spend the most time.

According to the content industry trend brief "Koreans' Time and Money, Which Content?" published on the 1st by the Korea Culture and Tourism Institute, the average daily content consumption time of Koreans is 3.05 hours (21.34 hours per week). Of this, 30.28% was spent consuming YouTube videos. This proportion was higher than online video services (OTT, 21.34%), TV (18.59%), music (12.87%), games (7.89%), and webtoons/web novels (7.89%).

[Image source=Yonhap News]

The average monthly expenditure on content was 39,673 KRW. The highest spending was on OTT (25.71%), followed by books (12.70%), TV (11.12%), games (10.71%), musicals (10.04%), webtoons/web novels (7.21%), YouTube videos (6.32%), and popular music concerts (5.55%).

In the analysis by consumer group, the silver generation aged 60 and above mainly spent time and money on watching TV. They also emerged as new consumers of popular music concerts. Lee Yoon-kyung, head of the Content Research Division at the Korea Culture and Tourism Institute, interpreted this as "a result of the trot music trend activating performances based on the tastes of middle-aged and older adults, and an increase in seniors who actively consume leisure based on their economic power."

Single-person households mainly consumed game content and YouTube videos. In contrast, multi-child households spent relatively more time and money on content enjoyed with family, such as TV and OTT viewing.

In the gender analysis, women were revealed as the core consumer group in the performance market. Working women showed great interest in musicals, while unmarried women showed strong interest in musicals, popular music concerts, webtoons, and web novels.

"Koreans' Time and Money, Which Content?" was created based on a survey conducted in December last year of 2,000 adults aged 20 to 64 nationwide. It classified fields considering changes in Koreans' content consumption behavior and focused on analyzing which content Koreans spent their time and money on.

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