Domestic online video service (OTT) companies are busy trying to catch up with Netflix, the ‘undisputed number one.’ Tving, which ranks first among domestic companies, has decided on a business strategy to strengthen sports content such as baseball and basketball.
According to the big data analysis platform Mobile Index on the 19th, Tving’s monthly active users (MAU) last month was 8,096,100. This is the highest level ever. The gap with first place Netflix (11,909,839) has narrowed to about 3.81 million. This is a notable change, considering that a year ago the gap was nearly double, at about 6.98 million. During the same period, Netflix’s domestic MAU decreased by 7.1%.
Tving’s MAU as of October last year was 5,613,800. It increased its MAU by 44.2% in one year, solidifying its position as the second-largest OTT, chasing Netflix. Coupang Play, which was competing for second place, also lost by about 1.03 million people.
In the industry, TVING cited ‘professional baseball broadcasting’ as a key factor in increasing MAU. TVING strengthened its sports content by securing wired and wireless broadcasting rights for the Korea Baseball Organization (KBO) League in March of this year. It was analyzed that the number of regular users increased not only through game broadcasts but also through original sports series such as ‘Perfect League 2024’.
Starting this month, TVING will launch a sports content diversification project centered on basketball. This is because it was decided that new changes were needed as the professional baseball season ended. Next month, it was decided to expand the ‘text broadcast’ service introduced during the KBO league broadcast to basketball as well. Here, we plan to attract basketball fans by launching the ‘Korea Basketball League (KBL) Special Hall’.
To target professional baseball fans we already have, we produce original content that will attract attention even in the off-season. We are preparing to release a new series of professional baseball debate entertainment called ‘Baseball Representative’ next year. A spin-off of the existing popular baseball content ‘Best Baseball’ will also be released as an original TV show early next year.
The reason TVING focuses on sports content is to keep Netflix in check. Starting on the 26th, Netflix will be added to the content benefits available to Naver paid membership members. There is an analysis that this service could lead to a large number of members using TVing moving to Netflix. Netflix’s aggressive increase in sports content is also burdensome. This company broadcast a professional boxing heavyweight match on the 16th, setting a record of 60 million households watching around the world.
An industry insider said, “Both Netflix and TVING are focusing on MAU competition by recently expanding bundled plans with telecommunications companies,” adding, “The competition will become fiercer over how much usage time can be increased.”
Reporter Jeong Ji-eun [email protected]
