Key Points
- YouTube remained the top platform among Korean users in September, with a 9.5% increase in usage time.
- Instagram’s usage time it surged by 42.1%, making it the third-most popular app in South Korea.
- Domestic platforms like KakaoTalk and Naver saw decreased usage time by 3.3% and 9.7%, respectively.
- Short-form video content on YouTube Shorts and Instagram Reels drove the increased engagement on these platforms.
In September, U.S.-based social media platforms YouTube and Instagram saw a significant rise in usage time among Korean users, while domestic platforms such as KakaoTalk and Naver experienced a decline. According to data compiled by industry tracker Wiseapp, YouTube retained its position as the most popular platform, with users spending 1.8 billion hours on the app, a 9.5% increase compared to last year.
Instagram, the third-most popular platform by usage time, saw an even sharper rise. The photo and video-sharing platform’s usage time jumped by 42.1%, reaching 378 million hours. This surge highlights Instagram’s growing influence in South Korea, particularly its focus on short-form video content.
However, KakaoTalk, South Korea’s leading messaging app and the second-most used platform overall, saw a 3.3% decrease in usage time, totaling 527 million hours last month. Similarly, Naver, South Korea’s dominant search engine, faced a 9.7% drop in usage, with total hours spent on the platform reaching 329 million.
Industry experts attribute the increased time spent on YouTube and Instagram to their emphasis on short-form videos, which have become highly popular among younger users. Both platforms have introduced features specifically designed to cater to this trend. YouTube’s Shorts feature and Instagram’s Reels allow users to create and view brief, entertaining videos, often lasting only a few seconds. These features have driven engagement, keeping users on the platforms longer.
In contrast, South Korean platforms like Naver and KakaoTalk have struggled to compete directly in the short-form video arena. Industry analysts suggest domestic platforms face limitations when rivaling global giants like Instagram and YouTube, which have a global audience and vast resources. Instead of attempting to replicate their models, experts recommend that Korean platforms focus on improving compensation for content creators to attract and retain users.
“Competing directly with YouTube and Instagram in short-form video services is challenging for local platforms. However, Naver and Kakao could enhance their platforms by offering better incentives for creators, which would ultimately boost engagement,” said an industry official.
