On July 23, app and retail analysis service WiseApp, Retail, and Goods conducted a sample survey of Korean smartphone users (Android + iOS). The results revealed that YouTube was the app with the highest data usage among Koreans in June, accounting for 42% of the total smartphone app data usage. Following YouTube, Instagram recorded 11.2%, making the combined data usage share of YouTube and Instagram 53.2%.

The survey also highlighted other popular apps, with Naver accounting for 6.0% of the total smartphone app data usage, KakaoTalk at 3.5%, TVING at 3.1%, AfreecaTV at 2.7%, and Chichijik at 2.2%. The top 10 apps collectively accounted for 76.2% of the total smartphone app data usage.

Among apps with more than 1 million users in June, AfreecaTV had the highest per capita data usage, with 41.2GB used per user. This indicates that users spent a significant amount of time on the app. Following AfreecaTV were Chichijik with 30.2GB, YouTube with 24.9GB, Wavve with 15.3GB, TVING with 13.1GB, Instagram with 12.2GB, TikTok with 8.1GB, Coupang Play with 6.2GB, TikTok Lite with 6.1GB, and U+ Mobile TV with 5.1GB.

South Korea boasts one of the highest smartphone penetration rates in the world, with smartphones being integral to everyday life for communication, entertainment, and shopping. The country’s advanced internet infrastructure, known for its high-speed connectivity, facilitates the consumption of data-heavy content such as videos. This infrastructure, combined with the cultural popularity of social media platforms like YouTube and Instagram, especially among younger demographics, explains the high data usage on these apps.

Local alternatives and competitors such as Naver, KakaoTalk, and TVING also play significant roles in the digital ecosystem, reflecting user preferences and competition in the South Korean market. The high consumption rate of online video content, including live streaming and video-on-demand services, further underscores the cultural trends in media consumption.