South Korea: 76% Have Memberships, Coupang Holds 50% E-commerce Share
A 2025 survey by the South Korean Ministry of Science and ICT found that 78.0% of users utilized YouTube for video sharing, and 53.9% had subscribed to bundled OTT memberships. The survey highlighted high adoption rates for e-commerce memberships (75.9%), with Coupang Wow, Naver Plus, Shinsegae Universe, and SK Telecom Woori Pass listed as the most used.
Key Takeaways
- 75.9% of South Korean adults (1,897 out of 2,500 respondents) have subscribed to an e-commerce membership.
- 53.9% of users (1,347 respondents) reported subscribing to bundled OTT memberships.
- Coupang holds over 50% of the e-commerce market share in South Korea.
- Popular bundled memberships include Coupang Wow, Naver Plus, Shinsegae Universe, and SK Telecom Woori Pass.
- YouTube is used by 78.0% of users for video sharing, and video sharing overall has a 92.7% usage rate.
Why It Matters
The high penetration of both e-commerce and bundled OTT memberships in South Korea indicates a strong consumer preference for subscription models that offer value-added services. Coupang's dominance, even amidst a data breach, underscores the power of integrated offerings like fast delivery in retaining subscribers and creating locked-in customer bases. This trend suggests that streaming platforms operating in competitive markets may increasingly need to explore similar bundling strategies or partnerships to enhance user loyalty and ward off churn. Companies should watch for further integration between e-commerce and media offerings, specifically how other major players like Naver evolve their bundled subscription services.
Read full article at asiae.co.kr
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