全球網(wǎng)絡(luò)漫畫市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

INDUSTRIES

&

MARKETSWebtoonindustryinSouthKoreaCHAPTER

01OverviewIndustrysizeofwebtoonsinSouthKoreafrom2017to2021(inbillionSouthKoreanwon)WebtoonindustrysizeSouthKorea2017-20211,8001,6001,4001,2001,0008001,565.981,053.84640.09600466.342018379.93400200020172019202020213Description:In2021,thewebtoonindustrysizewasestimatedtostandataround1.56trillionSouthKoreanwon.Intheindustry,platformslikeNaverwebtoonorKakaoWebtoonmadeupthemajorityoftheindustry.ReadmoreNote(s):SouthKorea;2017to2021;agenciesandplatformswereincludedSource(s):KoreaCreativeContentAgencyNumberofpublishedwebtoonsseriesinSouthKoreafrom2017to2021NumberofwebtoonsSouthKorea2017-2021TotalExclusivetitles9,0008,0007,0006,0005,0004,0003,0002,0001,00008,2838,1545,3535,0914,9684,4284,0182,5591,9921,961201720182019202020214Description:Asof2021,thenumberofwebtoonspublishedonSouthKoreanwebtoonplatformsaccumulatedtoaround8,283,accordingtoasurvey.Outofthose,approximately4,968titleswereexclusiveones,meaningtheywereonlypublishedononecontractedplatform.ReadmoreNote(s):SouthKorea;2017to2021;107webtooncompaniesSource(s):KoreaCreativeContentAgencyNumberofnewlypublishedwebtoonsseriesinSouthKoreafrom2015to2021NumberofnewwebtoonsSouthKorea2015-20214,0003,5003,0003,6493,0322,6392,5852,6002,5002,0001,5001,0005002,2951,48802015*2016*201720182019202020215Description:In2021,therewereapproximately3,649newlypublishedwebtoonseriesacrossvariousSouthKoreanwebtoonplatforms.Thenumberofworkshasincreasedgreatlyin2016and2017,stayingaroundasimilarlevelsincethen,althoughthenumberofwebtoonartistsincreasedgreatly.ReadmoreNote(s):SouthKorea;2015to2021;107webtooncompanies;*Duetolackofdateanumberofworkscouldnotbedeterminedforsomecompaniesfortheseyears.

ReadmoreSource(s):KoreaCreativeContentAgencyUsagerateofdigitalcomicservicesinSouthKoreafrom2017to2022DigitalcomicsusagerateSouthKorea2017-202280%73.1%71.6%68.6%67.9%67.4%70%60%50%40%30%20%10%0%58.7%2017201820192020202120226Description:AccordingtoasurveyconductedinSouthKoreain2022,theusagerateofdigitalcomicsthatyearstoodataround72percent.Whilethisrepresentsaslightdecreasecomparedtothepreviousyear,digitalcomicshavebeengrowinginpopularityoverthelastfewyears.Thisincludesdigitalversionsofpapercomicsaswellasonline-exclusivecomics,suchaswebtoons.ReadmoreNote(s):SouthKorea;2017to2022;3,500respondents;10-69years;SouthKoreansthatconsumedcomicsdigitallywithinthepreviousyearSource(s):KoreaCreativeContentAgencyCHAPTER

02BusinessandsalesdistributionIndustrysizeofwebtooncompaniesinSouthKoreafrom2017to2021,bybusinesstype(inbillionSouthKoreanwon)WebtoonindustrysizeSouthKorea2017-2021,bybusinesstypeAgencyPlatform1,8001,6001,4001,2001,000800824.09519.13600387.41400741.892021261.55242.21534.72020200252.682019204.792018137.72201708Description:In2021,theindustrysizeofwebtoonplatformsinSouthKoreawasestimatedtobewortharound824billionSouthKoreanwon.Atthesametime,thevalueofthewebtoonagencyindustrywasestimatedtostandataround741.9billionSouthKoreanwon.Overall,theindustryhasagainincreasedinsizecomparedtothepreviousyear.ReadmoreNote(s):SouthKorea;2017to2021;figuresareindustryestimatesSource(s):KoreaCreativeContentAgencyDistributionofwebtooncompaniesinSouthKoreain2021,bybusinessfieldWebtoonbusinessdistributionSouthKorea2021,byfield100%90%80%70%60%50%40%30%20%10%0%86%45.8%39.3%10.3%9.3%Webtoonplanning/productionWebtoonagencyPublishingWebtoonplatformOthers9Description:AccordingtoasurveyamongSouthKoreanwebtooncompaniesin2021,86percentofallwebtooncompanieswereinvolvedwithplanningorproducingwebtoons.Only10.3percentofallrespondingcompaniesansweredthattheirbusinessincludedthewebtoonplatformitself.ReadmoreNote(s):SouthKorea;July4toSeptember30,2022;107webtooncompaniesSource(s):KoreaCreativeContentAgencyAveragesalesrevenueofwebtoonscompaniesinSouthKoreain2021,bybusinesstype(inbillionSouthKoreanwon)WebtooncompanyaveragesalesrevenueSouthKorea2021,bybusinesstype250206.182001501005018.645.10PlatformTotalContentProvider10Description:AccordingtoasurveyamongSouthKoreanwebtooncompaniesin2021,theaveragesalesrevenueofwebtoonplatformsamountedtoapproximately206billionSouthKoreanwon.Themajorityofallrespondingwebtoonscompaniesmademorethantenbillioninsalesrevenue.ReadmoreNote(s):SouthKorea;July22toNovember28,2021;107webtooncompaniesSource(s):KoreaCreativeContentAgencyDistributionofsalesrevenueofwebtoonbusinessesinSouthKoreain2021WebtoonbusinessessalesrevenuedistributionSouthKorea2021Shareofsalesrevenue30%0%10%20%40%50%60%70%PaidcontentsalesOverseascontentsalesOtherincome63.2%17.4%8.9%Publishingsales6%Subsidiarysales2.8%Advertisementsales1.7%11Description:AccordingtoasurveyamongSouthKoreanwebtooncompaniesin2021,thewebtoonindustrygeneratedthemostsalesrevenuethroughpaidcontent,witharound63percentofsalesrevenue.Whileusingwebtoonapplicationsuserscanusuallybuyearlieraccesstoserializedwebtoonsbybuyingin-appcurrencyorgettingasubscription.ReadmoreNote(s):SouthKorea;July4toSeptember30,2022;107webtooncompaniesSource(s):KoreaCreativeContentAgencyCHAPTER

03MarketleadersNumberofpublishedwebtoonseriesinSouthKoreain2021,byserviceNumberofwebtoonsSouthKorea2021,byserviceNumberofworks02004006008001,0001,2001,4001,6001,8002,0002,200KakaoPageOthers1,982905NaverSeries*RidibooksNaverWebtoonBomtoonKakaoWebtoonToomics831730709539537496Comico**333LenzhinComicsBookCube266241214196Mr.BlueToptoon13Description:In2020,thedigitalreadingplatformNaverSerieshadaround4,059webtoonseriespublishedwiththeirservice.However,thisfigureincludesworksthatarealsopublishedonotherlistedplatforms,suchasNaverWebtoon,DaumWebtoon,andKakaoPages.ReadmoreNote(s):SouthKorea;July4toSeptember30,2022;107webtooncompanies;*WorksincludedforNaverSeriespartlyoverlapwithKakaoPage,NaverWebtoon,andDaumWebtoon.**WorksincludedforComicopartlyoverlapwithJustoon.

ReadmoreSource(s):KoreaCreativeContentAgencyLeadingmanhwa,webtoon,andwebnovelpublishingcompaniesinSouthKoreain2021,bysalesrevenue(inbillionSouthKoreanwon)MajorcomicandwebtoonpublishersinSouthKorea2021,bysalesrevenueSalesrevenueinbillionSouthKoreanwon05101520253035404550DaewonC.I.HaksanPublishingD&CMedia44.0740.8525.57YLAB21.05SeoulMediaComicsWisdomHouse(webtoonsector)18.9113.6114Description:In2021,DaewonC.I.wastheleadingpublishingcompanyinSouthKoreaformanhwacomics,webtoons,andwebnovels,havingmadesaleswortharound44.1billionSouthKoreanwonthatyear.Thecompanyalsopublisheschildren'sbooks,lightnovels,andmagazines.ReadmoreNote(s):SouthKorea;2021Source(s):DART;KoreanPublishersAssociationMostusedmobileapplicationforwebtoonsandwebnovelsinSouthKoreaasofMay2022,bynumberofusers(inmillions)MostusedappsforwebtoonsandwebnovelsSouthKorea2022,byusernumbersNumberofusersinmillions0123456789109.5611NaverWebtoonKakaoPageSERIES4.492.66KakaoWebtoonRidi1.841.65Chaeti0.95Joara0.5115Description:AccordingtodatacollectedinMay2022,thewebtoonapplicationNaverWebtoonwasthemostusedmobileappforwebtoonsorwebnovelsinSouthKoreawitharound9.56millionestimatedusers.NaverWebtoonandKakaoPageweretheleadingplatformsontheSouthKoreanwebtoonmarket.ReadmoreNote(s):SouthKorea;May1to31,2022;49.46millionusers*;10yearsandolder;AndroidandiOSusers*;*38.71millionusersofAndroidsystemsand10.75millionusersofiOSsystems.Valuesareestimates.

ReadmoreSource(s):Naver;WiseappSalesrevenueofSouthKoreanNaverwebtoonfrom2019to2023(inbillionSouthKoreanwon)SalesrevenueofNaverwebtoon2019-20232,5002,0001,5001,0002,075.81,564.41,167.5835.2597.6201950002020*2021*2022*2023*16Description:TheturnoverofSouthKoreanonlinecontentplatformNaverWebtoonamountedtoapproximately1.17SouthKoreanwonin2021.Thewordwebtoonisconsistsofthewords"web"and"cartoon",describingonline-exclusivecomicsthatareusuallyavailableviamobileapplications.NaverWebtoon,whichwasestablishedin2004,hasbecomeamajorserviceinthegrowingSouthKoreanwebtoonmarket.

ReadmoreNote(s):SouthKorea;2019to2020;*Estimates.1,000SouthKoreanwonequals0.77U.S.dollarsor0.74eurosasofJuly2022.Figureshavebeenrounded.

ReadmoreSource(s):SisajournalEconomy;YuantaFinancialHoldingTurnoverofKakaowebtoonfrom2019to2020,withestimatesfor2021to2023(intrillionSouthKoreanwon)TurnoverofKakaowebtoon2019-20231.61.41.21.521.351.111.00.80.80.60.40.20.00.432019202020212022202317Description:TheturnoverofdigitalcomicplatformKakaoWebtoon,formerlyDaumWebtoon,amountedtoaroundeighthundredbillionSouthKoreanwonin2020andwasestimatedtoreachavalueofapproximately1.52trillionSouthKoreanwonin2023.TheupdatedserviceincludesworksfrombothDaumWebtoonandKakaopage,andstartstotargetforeignmarketsaswell.ReadmoreNote(s):SouthKorea;2019to2020Source(s):MaeilBusinessNewspaper;YuantaFinancialHoldingCHAPTER

04KoreanwebtoonsworldwidePopularityofSouthKoreanwebtoonsworldwidein2022Koreanwebtoonpopularityworldwide202235%29.9%30%25%20%15%10%5%27.9%25.2%17%0%VerypopularModeratelypopularPopulartosomeenthusiastsNotmanypeopleconsumeit19Description:Webtoonsarebecomingmorepopularglobally,withalmost30percentofrespondentsinasurveyconductedinvariouscountriesstatingthatwebtoonswereverypopular.

ReadmoreNote(s):Worldwide,SouthKorea;November11

toDecember7,2022;25,000respondentsworldwide*;15-59yearsold;peoplewhoexperiencedSouthKoreanculturalcontent;*Thissurveywasconductedinthefollowingcountries:China,Japan,[...]

ReadmoreSource(s):KoreanFoundationforInternationalCulturalExchange;MCST(SouthKorea)PopularityofSouthKoreanwebtoonsinselectedcountries2022SouthKoreanwebtoonpopularitylevel2022,bycountryShareofrespondents0%5%10%15%20%25%30%35%40%45%50%55%UnitedArabicEmiratesSaudiArabiaAustraliaIndia49.3%43.3%41.8%41.3%39.6%39.5%37.9%37.7%37%EgyptMexicoThailandIndonesiaVietnamChina34.8%TurkeyTaiwanMalaysia33%32.9%31.9%20Description:Accordingtoasurveyconductedin2022amongmultiplecountriesonthepopularityofKoreanwebtoons,theUnitedArabicEmirateswasthecountrywiththehighestlevelofpopularitywitharound49percentofrespondentsthereansweringthattheywereinterestedinit.FollowingwereSaudiArabiaandAustralia,with43.3and41.8percentofeachcountry'srespondentsansweringthattheywereinterested,respectively.ReadmoreNote(s):Worldwide,SouthKorea;November11

toDecember7,2022;15-59yearsold;peoplewhoexperiencedSouthKoreanculturalcontentSource(s):KoreanFoundationforInternationalCulturalExchange;MCST(SouthKorea)CountrieswiththehighestshareinwebtoonexportsfromSouthKoreain2021LeadingdestinationcountriesofwebtoonexportsSouthKorea2021Shareofexports20%0%5%10%15%25%30%35%40%40.1%45%JapanNorthAmericaChina(incl.HongKong)Europe22.3%16.1%7.3%6.3%ThailandIndonesia/MalaysiaTaiwan4.1%2.4%1.1%0.2%VietnamSouthAmerica21Description:AccordingtoasurveyamongSouthKoreanwebtoonbusinessesin2022onwhichforeigncountriesthemostwebtooncontentwasexportedto,ittranspiredthatroughly40.1percentofwebtooncontentwasexportedtoJapan.FollowingwasNorthAmerica,witharound22.3percentshareofexports.ReadmoreNote(s):Worldwide,SouthKorea;July4toSeptember30,2022;54companies;Webtoonbusinesses(platformsandagencies)Source(s):KoreaCreativeContentAgencyMostcommonlyusedmethodsofexportingwebtooncontentfromSouthKoreain2021WebtoonexportpreferredchannelsSouthKorea2021Shareofchannelinexports0%5%10%15%20%25%30%35%40%45%42.3%DomesticagenciesOverseasagency21.4%DevelopingoverseasroutesOnlineoverseassales14.1%8.8%BizmatchingeventparticipationOverseascorporatetransaction8.2%5.1%22Description:AccordingtoasurveyamongSouthKoreanwebtoonbusinessesin2022onwhichmethodsaremostlyusedtoexportwebtooncontent,domesticagencieswasthemostcommonlyusedwaywithashareofover42percent.Overseasagencyontheotherhandmadeupforaround21.4percentofexports.ReadmoreNote(s):Worldwide,SouthKorea;July4toSeptember30,2022;54companies;Webtoonbusinesses(platformsandagencies)Source(s):KoreaCreativeContentAgencyCHAPTER

05UserbehaviorMainserviceusedforconsumingcomicsindigitalformatinSouthKoreaasofAugust2022ServiceusedforconsumingcomicsindigitalformatSouthKorea2022Shareofrespondents30%

40%0%10%20%50%60%70%80%90%100%NaverWebtoon87.4%KakaoPage35%KakaoWebtoon(formerlyDaumWebtoon)25.7%22.3%NaverSeriesLezhinComicsInstagramTopToonToomics15.6%11.5%8.9%6.6%5%4.7%3.4%1.6%FacebookRidiManhwakyungOtherPostype1.6%0.8%Dillyhub24Description:AccordingtoasurveyconductedinSouthKoreain2022,around87percentofrespondentsstatedthatNaverWebtoonwasoneoftheirmainsourcesforreadingdigitalcomics.NaverWebtoonwastranslatedandlaunchedgloballyasLineWebtoonandfocusesonwebtoons,atypeofdigitalcomicsthatoriginatedinSouthKorea.OtherpopulardigitalcomicservicesincludedKakaoPageandKakaoWebtoon,formerlyknownasDaumWebtoon.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,411respondents;10-69years;SouthKoreanswhohadusedonlineportalsforreadingcomicswithinthepreviousyearSource(s):KoreaCreativeContentAgencyMaindeviceusedforconsumingcomicsindigitalformatinSouthKoreaasofAugust2022DeviceusedforconsumingcomicsindigitalformatSouthKorea2022Shareofrespondents30%

40%0%10%20%50%60%70%80%90%SmartphonePC(desktopandlaptop)Tablet79.3%14.1%6.5%VR/ARdevice

0.1%Other

0.1%25Description:AccordingtoasurveyconductedinSouthKoreain2022,smartphoneswerethemostpopulardeviceusedforreadingdigitalcomics,ata79.3percentusagerate.Thenextmostpopulardevice,personalcomputers,werepreferredby14.1percentofconsumers.AsignificantnumberofSouthKoreancomicconsumersreadcomicsdigitally.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,411respondents;10-69years;SouthKoreanswhohadconsumedcomicsdigitallywithinthepreviousyearSource(s):KoreaCreativeContentAgencyFrequencyofconsumingcomicsinadigitalformatinSouthKoreaasofAugust2022FrequencyofconsumingdigitalcomicsinSouthKorea2022Shareofrespondents10%

15%0%5%20%25%30%Almostdaily3to4timesperweek1to2timesperweek2to3timespermonthOncepermonth24.1%17.8%25.3%12.8%7.6%Onceevery2to3monthsBarelyever9.9%2.5%26Description:AccordingtoasurveyconductedamongSouthKoreancomicreadersin2022,around24percentofrespondentsstatedthattheyreaddigitalcomicsalmostdaily.Thelargestshareofrespondents,at25.3percent,statedtheyconsumedcomicsinadigitalformatoneortwiceaweek.Thatsameyear,SouthKoreansoverwhelminglypreferredtoreadcomicsindigitalformats.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,500respondents;10-69years;SouthKoreanswhohadconsumedcomicsdigitallywithinthepreviousyearSource(s):KoreaCreativeContentAgencyShareofdigitalcomicreaderswhohavepaidforcomiccontentinSouthKoreaasofAugust2022,byagegroupShareofdigitalcomicreaderswhohavepaidforcomicsSouthKorea2022,byageShareofrespondents30%0%10%20%40%50%49.9%60%10-19years20-29years30-39years40-49years50-59years60-69years57%55%44.4%30.2%27.6%27Description:AccordingtoasurveyconductedinSouthKoreain2022,around57percentofconsumersofdigitalcomicsintheirtwentieshadpaidfordigitalcomiccontent.Digitalcomics,ordigitalmanhwa,areapopularformofmediainSouthKorea.Originallyinpaperformat,digitalformatsareincreasinglypopular,withthevastmajorityofmanhwaconsumersreadingcomicsdigitally.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,411respondents;10-69years;SouthKoreanswhohadconsumeddigitalcomicswithinthepreviousyearSource(s):KoreaCreativeContentAgencyMostcommonwaytopayfordigitalcomicsorwebtoonsinSouthKoreaasofAugust2022MethodofpayingfordigitalcomicsSouthKorea202270%65.5%60%50%40%30%20%10%0%29.7%4.8%Consumingafterchargingaccesspass(Coin,Cash,Cookieetc.)FeepaymentforepisodesofspecificworksOther28Description:AccordingtoasurveyconductedinSouthKoreain2022,around65.6percentofrespondentsstatedthattheyreaddigitalcomicsorwebtoonsafterchargingtheirplatform-specificaccesspass,suchasCookiesonNaverWebtoon.Themajorityoftheremainingrespondentspaidafeeforeachepisodeofspecificcomics.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;1,558respondents;10-69years;SouthKoreanswhopaidfordigitalcomicsbeforeSource(s):KoreaCreativeContentAgencyAverageintendedamountofspendingondigitalcomicsinSouthKoreaasofAugust2022PlannedaveragemonthlyspendingondigitalcomicsSouthKorea2022Shareofrespondents15%

20%0%5%10%25%30%35%40%Lessthan5kKRW5kto10kKRW35.7%25.3%10kto30kKRW23.4%30kto50kKRW10.7%50kto100kKRWMorethan100kKRW3.6%1.4%29Description:AccordingtoasurveyconductedinSouthKoreain2022,around36percentofrespondentsstatedthattheyplannedtospendlessthanfivethousandSouthKoreanwononaveragepermonth.Theintentiontospendbetweenthreeandfivethousandwonwasthemostcommonanswerwithinthatpricerange,with19.1percentofallrespondentsansweringthatway.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;1,182respondents;10-69years;SouthKoreanswhointendedtopurchasedigitalcomicsSource(s):KoreaCreativeContentAgencyCHAPTER

06UseropinionPreferreddigitalcomicgenresinSouthKoreaasofAugust2022PopulardigitalcomicgenresSouthKorea2022Shareofrespondents0%5%10%15%20%25%30%35%40%45%Comedy/funnyAction38.8%37.1%Fantasy33.7%RomanticfantasyDrama32.8%31.5%EverydaylifeModernromanceSchool29.5%27.4%20.5%19.1%17.8%Martialarts/historicalHorror/thrillerSentimentalSports13.8%11.7%Adult9.9%31Description:AccordingtoasurveyconductedinSouthKoreain2022,comedywastheoneofthemostpreferreddigitalcomicgenresofaround39percentofSouthKoreancomicreaders.Otherhighlypopulargenresincludedactionandfantasy,ataround37percentand34percentrespectively.ComicsarepopularinSouthKorea,andthemajorityofSouthKoreansreadcomicsdigitally.ReadmoreNote(s):SouthKorea;July22toAugust26,2022;3,411respondents;10-69years;SouthKoreanswhohadconsumeddigitalcomicswithinthepreviousyearSource(s):KoreaCreativeContentAgencyFavoritewebtoonsinSouthKoreaasofAugust2022FavoritewebtoonsSouthKorea2022Shareofrespondents0%1%2%3%4%5%6%7%8%9%10%9.6%11%LookismIndependenceDiaryTrueBeauty6.8%5.8%TowerofGod5.6%5.2%LoveRevolutionTigerBrother4.6%4.3%4.2%Howtofight/ViralHitReturnoftheBlossomingBladeManagerKim3.2%3.2%TrueEducation32Description:AccordingtoasurveyconductedinSouthKoreainAugust2022,themostfavoritewebtoonamongSouthKoreanwebtoonreaderswasLookism,with9.6percentofrespondentsansweringthatway.ItwasfollowedbyIndependenceDiarywitharespondentshareofalmostsevenpercent.ReadmoreNote(s):SouthKorea;July22to