A new form of OTT service strategy from a new Korean OTT
Kakao M, a content-specialized subsidiary of Kakao (Korea's IT conglomerate), unveiled its 7 original content on 1 September, launching KaKao's OTT service, KaKao TV.
Shin Soo-jong, Head of Digital Content Business, said, "Our goal is to produce content that is optimized for mobile streaming."
source: Kakao TV
To this end, Kakao M has set 3 clear objectives for their content development. The objectives are as follows.
1) Fast-moving content in short-form
2) Content that enables interaction between creators and audiences
3) Content that can be enjoyed in a variety of screen frames.
The average playback time of most OTT services represented by Netflix is approximately 40-50 minutes. Kakao TV, on the other hand, primarily offers content consisting of short episodes of 15-20 minutes. Kakao TV's content has been taking a big hit in Korea and won '58.7 million' views only in September (it's a huge audience in Korea considering the population).
source: Kakao Talk
Another strength that differentiated Kakao TV from other OTT services is that users can enjoy content directly in the "Kakao Talk" messaging app used by "52 million" global users without any additional installation.
In view of the fact that global customer attitudes are increasingly shifting to favor short-form episodes of about 10-20 minutes, Kakao TV is expected to stand out and be highly competitive in the global OTT industry.
article source: https://www.asiae.co.kr/article/2020101216141938941