Online music services used globally for K-pop 2023

According to a 2023 survey conducted across 26 countries worldwide, around 72 percent of respondents stated that they used YouTube for accessing South Korean pop music (K-pop) content. YouTube Music was used by a further 42 percent. Apart from YouTube, Spotify was the most popular way to access K-pop internationally.

Popular online music services for accessing South Korean pop music (K-pop) worldwide as of November 2023

Characteristic	Share of respondents
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Release date

April 2024

More information

Region

Worldwide, South Korea

Survey time period

November 10 to 30, 2023

Number of respondents

10,978 respondents worldwide*

Age group

15-59 years

Special properties

respondents who experienced South Korean cultural content

Method of interview

Online panel

Supplementary notes

Original question: "Which online music services did you use to access K-pop content?"

Multiple answers were allowed.

* This survey was conducted in the following 26 countries: China, Japan, Taiwan, Thailand, Malaysia, Indonesia, India, Vietnam, Kazakhstan, Australia, United States, Canada, Mexico, Brazil, Argentina, UK, France, Italy, Spain, Germany, Russia, Turkey, UAE, Saudi Arabia, Egypt, and South Africa.

Respondents count by country was as follows:
China: 1,600
Japan: 1,000
Taiwan: 800
Thailand: 900
Malaysia: 800
Indonesia: 1,200
India: 1,600
Vietnam: 900
Kazakhstan: 700
Australia: 800
U.S.: 1,400
Canada: 800
Mexico: 1,000
Brazil: 1,200
Argentina: 800
UK: 900
France: 900
Italy: 900
Spain: 800
Germany: 900
Russia: 1,000
Turkey: 900
UAE: 700
Saudi Arabia: 800
Egypt: 900
South Africa: 800