Struggling webtoons prompting digital platforms to embrace brief comic formats
The South Korean web comic industry is adapting to the rise of short-form video content and declining readership by evolving its platforms to cater to changing consumption habits. Major players like Naver and Kakao are launching new updates to stay competitive.
Naver is enhancing the mobile viewing experience of its webtoon platforms by making art and fonts visually clearer on smaller screens. This is achieved through the use of thicker lines and simpler visuals, improving accessibility on mobile devices where users increasingly read content.
Kakao, on the other hand, is actively expanding and diversifying its webtoon offerings internationally, focusing on integrating multimedia elements. The company is also leveraging technology and new formats, such as user-generated content (UGC) through platforms like WEBTOON CANVAS. This fosters creator engagement and fresh content influx that may appeal to diverse tastes and younger demographics.
One of the key innovations from Kakao is the AI-powered short-form tool, Helix Shorts, which was launched in April. Helix Shorts has significantly reduced production time and costs, transforming traditional webtoons into bite-sized animated clips. The automation of key stages of production by Helix Shorts is making short-form content more accessible and efficient for both creators and companies.
Naver is also launching a new short-form animation platform called Cuts in September. Cuts aims to lower the entry barrier for users, particularly for long-running series, and transform traditional webtoons into short-form content. However, there is a concern among creators that AI could eventually generate an entire series, potentially replacing human creators.
Industry officials acknowledge the uncertainty but also see potential upsides, such as excitement among animation students and indie creators for the new creative avenue offered by short-form content. This shift toward short-form content is seen as a strategic positioning by webtoon companies to lower barriers for new readers and adapt to popular content formats.
Interestingly, daily short-form viewers skew young, with 40.5 percent of teenagers, 34.7 percent of people in their 20s, and 30.5 percent in their 30s. Major players in the South Korean web comic industry have retreated from international markets, and the move to short-form content is part of this strategic shift.
Webtoon Entertainment, Naver Webtoon's US-listed parent company, reported operating losses of $125 million last year. The company's new feature, New & Hot, aims to lower the entry barrier for users, particularly for long-running series.
The South Korean web comic industry faces competition from popular short-form video platforms like YouTube Shorts, TikTok, and Instagram Reels. Despite the challenges, the industry is adapting and innovating to meet the demands of the digital age, offering new opportunities for creators and audiences alike.
Gadgets and technology play significant roles in the South Korean web comic industry's adaptation to changing consumer habits. For instance, Naver's new platform, Cuts, is a short-form animation tool designed to lower the entry barrier for users and transform traditional webtoons into short-form content, requiring the latest gadgets for optimal viewing. Similarly, Kakao's AI-powered short-form tool, Helix Shorts, has transformed traditional webtoons into animated clips, making content creation more efficient through technology advancements.
