South Korea: music streaming service change reasons by new service 2023

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According to a survey conducted in South Korea in 2023, cheaper fees was the reason for switching music streaming services in the case of almost every platform with the exception of Bugs!, which most people switched to for a better UI experience. FLO saw the largest increase in new customers due to better prices, with over 55 percent of respondents reporting having chosen the platform because of that.

Reasons for switching to music streaming or download services in South Korea as of July 2023, by platform

Characteristic	Cheaper fees	Only used previous service because of an event/short-term benefit	More music I like	Better UI design	Mobile phone carrier's affiliated music service changed	Better services (e.g. music recommendations)	Other
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Release date

November 2023

More information

Region

South Korea

Survey time period

June 2 to July 7, 2023

Number of respondents

1,056 respondents

Age group

10-69 years

Special properties

among people who have switched music streaming or download services

Method of interview

Online survey

Supplementary notes

Values may not add up to 100 percent due to rounding.

Respondents count by streaming service was as follows:
FLO: 58
YouTube (free): 214
Naver VIBE: 62
YouTube Music (paid): 175
Spotify: 40
Apple Music: 30
Melon: 351
Genie: 101
Bugs!: 25

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