“OTT·숏폼 일상화…광고 효과 인플루언서가 압도적”

OTT and short-form video platforms have become mainstream consumption channels across all Korean demographics, with influencer-driven content emerging as the most effective purchase driver. This data-driven insight reveals that traditional advertising models are losing ground to creator-led recommendations, compelling brands to shift from one-size-fits-all campaigns to generation-specific strategies that account for distinctly different media consumption patterns and ad format preferences by age group.