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Home shopping, OTT platforms embrace short videos

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(Lotte Home Shopping)

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South Korea’s major information and communications technology (ICT) companies, as well as its home shopping and over-the-top industries, are rapidly adopting short-form video strategies as shorts emerge as a core service driving platform competitiveness.

Lotte Home Shopping announced on Tuesday that its short-form service launched in June 2024, Shortping, topped 800,000 cumulative users and hit 3 million video plays. The number of customers who made purchases after watching the short-form videos doubled, and app usage time increased by 20 percent.

Shortping offers 30-second edited clips of popular products, allowing users to swipe through more than 10 product videos in under a minute.

Lotte Home Shopping introduced an AI-powered system in October 2024 that analyzes audio and visual information from broadcast videos to automatically create short-form clips, reducing production time by more than half.

To meet the trend of seeking efficiency in time investment, the home shopping industry is compressing hour-long broadcasts into 30-second clips. CJ OnStyle revamped its app in April 2024, replacing image banners on its main page with short-form videos, known as shorts commerce. The change led to a 116 percent increase in order value within three months.

Daangn Market, known for its community-focused platform, expanded its short-form service Daangn Story nationwide in December 2024.

“Daily uploads of short-form content increased 60-fold, and viewers grew 24-fold within a year of our official launch,” a Daangn official said.

The industry’s widespread adoption of short-form content stems from its proven ability to engage users and boost sales.

“Short-form videos are effective in increasing user retention and purchase conversion rates,” a Lotte Home Shopping official said.

Domestic short-form usage rates rose from 58.1 percent in 2023 to 70.7 percent in 2024 according to the Korea Communications Commission.

Among existing platform companies, Naver Corp. is making the most significant push into short-form content. Operating the Clip service, Naver plans to introduce a virtual production studio called Vision Stage, and an AI Highlight feature to assist video editing. Naver is also rolling out a new revenue-sharing model to attract creators to its platform.

Daum, which recently updated its mobile app, plans to add a Shorts tab in 2025 to prioritize short-form content.

OTT platforms, traditionally focused on long-form content, are also leveraging short-form videos.

TVING has started offering vertically edited short-form videos of its content under the Shorts service since December 2024. By allowing users to watch summaries before the full episodes, the company aims to increase interest in its main content while it also plans to introduce original short-form dramas and entertainment programs.
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