8 out of 10 video viewers have watched internet live streams.
Published2017.03.16 10:0179.5% of video viewers have watched internet live streams within the last year.
KT Group’s digital media agency Nasmedia (CEO Ki-Ho Jeong) announced on the 16th that it has published the '2017 Netizen Profile Research (NPR) Report,' which analyzes the major service usage patterns and advertising acceptance patterns of domestic internet and mobile users.
Nasmedia cited "79.5% of video viewers watched internet live streams within the past year" as a key feature of this report. The survey found that the experience of watching internet live streams is increasing across all age groups due to the growth of internet live streaming service platforms and enhanced accessibility via mobile devices. In particular, the viewing experience was higher among men (89.6%) compared to women (68.3%).
Reflecting the overall issues of 2016, the types of content watched via live broadcast were highest for news live broadcasts at 52.6%, followed by sports (46.7%), politicians (31.8%), and personal broadcast (BJ) live broadcasts (27%).
However, the content viewed through live broadcasts showed differences by age group. Teenagers responded that they mainly watch 'personal broadcasts (BJ),' 'games/e-sports,' and 'celebrity personal broadcasts,' whereas those in their 30s and older responded that they mainly watch live broadcasts of 'news,' 'sports,' and 'politicians.'
Regarding the channels watched for live broadcasts, the responses were in the order of YouTube (57.1%) > Naver (44.9%) > Facebook (28.1%) > V LIVE (26.8%) > AfreecaTV (25.2%).
Teenagers who prefer entertainment content showed a higher-than-average rate of watching live broadcasts on YouTube (73.3%) and AfreecaTV (37%), whereas middle-aged and older adults who enjoy watching news or sports live broadcasts showed relatively higher rates of using Naver and Daum.
Heo Jin-young, Head of Media Strategy at Nasmedia, analyzed, “In 2017, live streaming platform operators and content providers are expected to focus on securing competitiveness through content differentiation,” adding, “Therefore, internet live streaming is expected to become a core service that satisfies the diverse content needs of users, rather than merely replacing the physical limitations of TV.”
Nasmedia's Internet User Research (NPR) analyzes major service usage patterns and advertising acceptance behaviors among domestic internet and mobile users. The survey has been conducted once a year since 2004. The 2017 NPR was commissioned to a mobile research firm with a total sample size of 2,000 people and was conducted via mobile survey from December 22, 2016 to January 3, 2017.
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