A new study shows a significant shift in how viewers consume video content, with more users turning to YouTube and OTT platforms on their televisions.

TV users are increasingly watching YouTube and OTT content on their televisions, with online video viewership now rivaling traditional broadcast channels in popularity.

OTT platforms are gaining ground as advertising vehicles. The survey found that 59.7% of OTT users subscribe to ad-supported plans, signaling that the model has gone mainstream. OTT ads also scored higher than other media formats in perceived luxury, trustworthiness, and viewer engagement.

Content perks have become a key factor in retaining paid shopping membership subscribers. Among reasons cited for maintaining such memberships, content benefits — including OTT, music, and e-books — ranked fourth at 28.5%. The trend was more pronounced among Naver Plus Membership users, where content benefits ranked second at 40.7%.

The report also identified broader media trends, including growing acceptance of short-form advertisements, increasing influence of content creators, and rising use of generative AI for information searches.

Executive vice president of KT Nasmedia's Media Division, said the survey confirms a clear shift toward video-centric media consumption. He added that as user engagement grows on OTT and short-form video platforms, those platforms are expected to play a larger role in the advertising landscape.

A new study shows a significant shift in how viewers consume video content, with more user …

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