YouTube has become more than just a video-sharing app in South Korea. Since launching its Korean-language service in 2008, it has changed the way South Koreans consume news, politics, and entertainment. Today, it stands as the country’s most used digital platform, reshaping public life at every level.
YouTube Dominates South Korea’s Streaming Landscape
In 2024, a government-backed survey revealed that 84.9% of South Korea’s over-the-top (OTT) users rely on YouTube. This number is nearly double Netflix’s 44.4% and surpasses all other streaming services. In October 2023 alone, Koreans spent a combined 1.04 billion hours on YouTube. That’s more than three times the usage of the messaging app KakaoTalk and almost five times that of Naver, Korea’s leading web portal.
YouTube Becomes the Main Source for News
The platform’s influence extends far beyond entertainment. According to the Digital News Report 2024 by the Korea Press Foundation and the Reuters Institute, 51% of South Koreans now use YouTube as a news source. That is the highest rate among 47 countries and well above the global average of 31%.
One key reason for this shift is YouTube’s personalized recommendation system. It creates echo chambers, where users see only content that matches their views. This trend has increased political polarization in the country.
Political Crisis Highlights Platform’s Power
This dynamic was clear during South Korea’s major political crisis in late 2024. Then-President Yoon Suk Yeol was impeached for illegally declaring martial law. During the protests, YouTube became the main platform for live updates and political opinions. Many conservative and progressive channels posted real-time videos of rallies and clashes.
During a major riot on January 19 at the Seoul Western District Court, YouTubers livestreamed confrontations between protesters and police. Yoon’s supporters stormed the courthouse, and Yoon himself later said he had watched the events live on YouTube.
K-pop and YouTube: A Global Powerhouse
YouTube has also helped South Korea export its culture to the world. A major milestone came in 2012, when Psy’s “Gangnam Style” became the first video on YouTube to reach one billion views. Today, it has over 5.5 billion views.
Following Psy’s success, K-pop groups like BTS and Blackpink used YouTube to grow global fan bases. BTS, which debuted in 2013, built an international following long before topping US and UK music charts. In 2020, their hit “Dynamite” became the first Korean song to reach No. 1 on the Billboard Hot 100.
Blackpink also achieved historic success. With 96.4 million subscribers and over 38 billion video views, they are the most-followed music artists on YouTube. Their 2022 album “Born Pink” topped both US and UK charts.
Entertainment Companies Adapt
South Korean entertainment firms like YG Entertainment and Starship Entertainment now use YouTube to launch new artists. They post documentaries and reality shows directly on the platform, avoiding traditional TV channels.
A YG executive said, “YouTube is the most important way to connect with global fans. It’s more than a video site — it’s a global stage for K-pop.”
Legal Challenges and Regulation
Despite its success, YouTube is under legal pressure in South Korea. In 2024, the country’s Fair Trade Commission began an antitrust probe. Officials say Google is unfairly bundling YouTube Music with YouTube Premium, which could reduce competition.
Globally, YouTube’s parent company, Google, faces similar concerns. A US court recently ruled that Google had acted like a monopoly in parts of its advertising business. Some experts believe this could lead to YouTube separating from Google in the future.
A Platform for All Ages
YouTube’s reach spans all generations. Surprisingly, South Koreans in their 50s and 60s are among the most active YouTube news users. Around 52–55% of them rely on the platform for news, far above the international average of 28–32%.
YouTube’s free model also makes it attractive. In 2024, South Koreans spent an average of 10,500 won (about $7) per month on paid streaming services. That’s slightly less than in past years, while free platforms like YouTube continue to grow.
The Future of YouTube in South Korea
A researcher from the Korea Press Foundation summed it up: “YouTube is no longer just a platform. It’s South Korea’s public square.”
With its deep roots in entertainment, politics, and everyday life, YouTube’s role in South Korea is unlike anywhere else in the world.
