Market Insights Advertising & Media Advertising

TV & Video Advertising - South Korea

South Korea

Ad spending in the TV & Video Advertising market in South Korea is forecasted to reach US$5.31bn by 2024.
The largest market within this market is Digital Video Advertising, with a market volume of US$2.68bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$58.37 in 2024.
By 2029, the number of TV Viewers in South Korea is anticipated to reach 45.24m users.
South Korea's TV & Video Advertising market is experiencing a shift towards programmatic buying, enhancing targeting capabilities and overall campaign efficiency.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in South Korea has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in South Korea have shifted towards digital media consumption, particularly through mobile devices. With the widespread availability of high-speed internet and the increasing popularity of smartphones, consumers are spending more time online and are more receptive to digital advertisements. This has led to a surge in demand for digital video advertising, as advertisers seek to reach their target audience through platforms such as social media and streaming services. Trends in the market reflect this shift towards digital advertising. Advertisers are increasingly allocating their budgets towards digital channels, including online video platforms and social media. This is driven by the ability to target specific demographics and measure the effectiveness of campaigns in real-time. In addition, the rise of influencer marketing has also contributed to the growth of the TV & Video Advertising market in South Korea. Influencers on platforms such as YouTube and Instagram have a large and engaged following, making them an attractive option for advertisers looking to reach a specific audience. Local special circumstances further support the growth of the TV & Video Advertising market in South Korea. The country has a highly developed media and entertainment industry, with a strong emphasis on K-pop and Korean dramas. This has created a large and engaged audience both domestically and internationally, making South Korea an attractive market for advertisers. In addition, South Korean consumers are known for their tech-savviness and willingness to adopt new technologies, which has facilitated the growth of digital advertising in the country. Underlying macroeconomic factors have also played a role in the development of the TV & Video Advertising market in South Korea. The country has a strong and stable economy, with high levels of disposable income and consumer spending. This provides advertisers with a large and affluent target market, making it an attractive destination for advertising campaigns. Furthermore, South Korea has a well-developed infrastructure and advanced telecommunications network, which facilitates the delivery of digital advertisements to consumers. In conclusion, the TV & Video Advertising market in South Korea is experiencing significant growth due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital media consumption, the rise of influencer marketing, the country's strong media and entertainment industry, and its stable economy all contribute to the growth of the market. As South Korea continues to embrace digital technology and consumer preferences evolve, the TV & Video Advertising market is expected to continue its upward trajectory.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.