"The battle between shamans and fortune tellers worked."
Disney+ is shaking up the domestic online video service (OTT) market thanks to a series of hits with its original content. According to data from Mobile Index on the 8th, Disney+ recorded 4.07 million monthly active users (MAU) last month. This is a 58.3% surge compared to the same period last year, which is seen as revitalizing a platform that had been stagnant.
The driving force behind this upward trend is undoubtedly the original variety show 'Destiny War 49'. This program features 49 experts in fortune-telling and astrology, including shamans and fortune tellers, competing in a survival format, stimulating viewers' dopamine with its fresh theme of 'occult survival.' Especially after the major production 'Moving,' Disney+ was worried about the exodus of so-called 'grasshopper users' (users who switch platforms based on benefits) due to the lack of clear hits, but with this variety show following 'Made in Korea,' they have successfully solidified their user base with back-to-back home runs.
Currently, the domestic OTT market is firmly led by Netflix (MAU 15.27 million), while the battle for second place is fiercely contested. Second-place Coupang Play has secured 8.32 million users, showing a growth of 12.4% compared to the previous year, leveraging exclusive broadcasts of the English Premier League and a lineup of 14 original contents including 'Kang Ho-dong's Neighborhood Bookstore' and 'Infidelity is Not the Problem Right Now.'
Third-place Tving (7.33 million) is betting on 'expanding partnerships' and 'sports broadcasting.' Recently, they have strengthened subscription benefits with the launch of a unified membership with SSG.com, while maximizing advertising revenue by increasing user retention time through exclusive broadcasts of professional baseball.
An industry insider stated, "Disney+'s remarkable achievements in the variety sector are very encouraging," and added, "Whether Disney+ can release a follow-up project that continues the buzz of 'Destiny War 49' will be a key variable in the upcoming competition for the second place in the OTT market between Tving, which is entering the professional baseball opening season, and Coupang Play, which continues aggressive investments."
