South Korea’s leading short-form video platforms, Instagram and TikTok, both achieved record-high user numbers and engagement times in January, according to a report released Tuesday by app and payment data analytics firm Wiseapps·Retail·Goods.
Instagram’s monthly active users (MAU) surpassed 27.97 million in January, a 5% increase from 26.64 million the previous year, marking the highest figure since the app’s launch. TikTok followed with 9.43 million users, a 24% year-on-year increase, while TikTok Lite saw a substantial 61% surge to 7.07 million users, also reaching an all-time high.
The total time spent on these platforms also reached unprecedented levels. Users dedicated 32.6 billion minutes to Instagram, 9.2 billion minutes to TikTok and 6.4 billion minutes to TikTok Lite in January. TikTok Lite experienced the most significant growth in usage time, increasing by 83% compared to the same period last year.
Analysts attribute the platforms’ success to their personalized recommendation algorithms and, in the case of TikTok Lite, a cash-reward system for viewing videos. The “apptech” strategy of TikTok Lite, which provides monetary points for time spent on the app, has been particularly effective in attracting latest users, drawing them in “like a black hole,” according to the report.
The data, collected through a sample survey of Korean smartphone users, reveals a broader trend of increasing short-form video consumption in the country. Wiseapps·Retail·Goods analyzed three years of data to arrive at the findings, highlighting the sustained growth of Instagram and TikTok within the Korean market.
The surge in usage is reshaping the digital advertising landscape, shifting power towards these short-form video platforms. The report indicates a significant transfer of advertising revenue as brands increasingly focus on reaching audiences through these highly engaging platforms.
