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The amount of time Koreans use YouTube and Instagram is steadily increasing. Due to the popularity of short-form (short video) services, Instagram usage time has increased by a whopping 42% in one year. On the other hand, the time spent using native platforms Naver and KakaoTalk decreased.
According to a survey of smartphone users conducted by app analysis service WiseApp Retail Goods on the 20th, domestic users spent 378.931 million hours on Instagram in September, compared to 266.662 million hours in the same period last year. % increased.
As a result, Instagram ranked 3rd in the ranking of ‘Apps used for a long time by Koreans’, following YouTube (1.801.095 million hours) and KakaoTalk (527.375 million hours). Instagram has maintained its ranking for six months since it surpassed Naver in April and rose to third place.
YouTube, which is firmly maintaining its No. 1 position, has increased usage time by 9.5% (155.585 million hours) compared to September of last year, a year ago.
On the other hand, KakaoTalk, which held second place, saw its usage time (527.375 million hours) decrease by 3.3% (17.969 million hours) compared to September last year (545.344 million hours). Naver usage time (329.732 million hours) decreased by 9.7% (35.543 million hours) compared to the same period last year.
In terms of usage frequency growth, Instagram and YouTube surpassed Naver and Kakao.
The number of Instagram runs in September was 16,677,927,000. This is an increase of 33.2% (4,159,188,000 times) compared to the same period last year. YouTube also increased by 7.7% (1,021,181,000 views) to 14,264,897,000 views.
The increase in the number of executions for KakaoTalk (74,717,414,000 times) and Naver (14,659,401,000 times) compared to the same period last year was only 0.3% and 1.6%, respectively.
It is analyzed that the reason for the increase in the use of Instagram and YouTube is the popularity of short forms (short videos). Recently, there are so many people who are addicted to short and funny videos that the term ‘shorts addiction’ has been coined. In particular, Instagram appears to have succeeded in attracting young people with its short-form service ‘Reels’ launched in 2021.
An official in the information and communication industry said, “There will be limits to the ability of domestic platforms such as Naver and Kakao to engage in direct short-form competition with Instagram and YouTube, where various videos from around the world are posted.” He added, “We need to diversify content specialized for domestic users. “The creator compensation program also needs to be strengthened,” he said.
Reporter Kwon Na-yeon [email protected]
