 |
| ▲This photo, provided by NETFLIX show scene from 'The Glory pt.2' (PHOTO NOT FOR SALE) (Yonhap) |
SEOUL March 6 (Yonhap) -- Global phenomenon OTT service Netflix is continuously showcasing its growth within South Korea using fast feedback acceptance rate and various original contents.
According to the journal of The Korea Content Association on Monday, professor Park Chan-wook, from Kyunghee University analyzed “South Korean Netflix service’s implementation of personalization option and various contents has led to increase in user’s love for the service,” adding “By quickly accepting various feedbacks from users, and implementing changes regarding users feedback has increased the amount of users throughout the years.”
Researchers among such subject matter accumulated data from January of 2018, until June of 2021 in total of over 20 thousand data points of South Korean Netflix users and analyzed from user experience to satisfaction level.
Based on the research, user rate of Netflix within South Korea has showcased constant growth however, user rate sorted into quarters has showcased ups and downs.
Data showcased, 138 thousand users throughout the first quarter of 2018 followed by 376 thousand users on the fourth quarter of 2018, 782 thousand users in first quarter of 2019, number of users continued to increase until the first quarter of 2019 and later on decreased down to 434 thousand users in second quarter of 2019, and resurfaced in fourth quarter by hitting 628 thousand users. Moreover the user has increased in first quarter of 2020 as the record showcased, 606 thousand users, and in second quarter it showcased decrease by accumulating 352 thousand users.
Researchers selected Netflix’s original series being released from South Korea to be one of the reasons for fluctuation regarding subscribers, and addressed “The application which showcased continuous growth throughout 2018 has reached its peak in 2019 after the release of the original series “Kingdom,” and accelerated ever since then.”
Moreover, given the drastic increase in users in first and third quarter, researchers picked out public holidays to have had impact on the increase in number of users.
Download of application which has increased in 2020 and 2021, compare to the data from 2018 to 2019 is assumed to have been because of the wide spread of COVID 19.
Continuing on, after Netflix stopped providing free month of trial starting on the first quarter of 2021, influx level of users has decreased.
However, Netflix continues to score over 2.5 out of 5 within quarterly reviews, despite of its fluctuation.
After reviewing over 16 thousand reviews regarding Netflix, researcher have found out that given the freedom to watch equal contents within IOS and Android platform, led to positive feedback from its users.
According to the researchers, Netflix has surpassed the stage of adaptation period where they scout for users want and need, and current are under the period where they are trying to acquire more loyal fans throughout time.
Researchers addressed “Fluctuation of users within Netflix in South Korea is based on the user’s satisfaction,” adding “Public holidays and external forces such as COVID 19, release of original contents and more has influenced in increase of platform users.”
Moreover, “Netflix’s expansion within the business is still an ongoing process,” adding “Personalization service provides satisfaction to its users, and unique contents being provided by the service continues to attract more users within South Korea.”
(This article is translated from Korean to English by Joonha Yoo)
(END)
(C) Yonhap News Agency. All Rights Reserved
