Suseong Webtoon: "Webtoon Readers Expect IP Expansion into Video and Games"…Survey of 1,000 Respondents

Suseong Webtoon has released the results of a survey analyzing webtoon users' content consumption tendencies and service preferences.

On April 2, K-webtoon specialist Suseong Webtoon announced the results of a survey conducted to identify user behavior and service preferences among webtoon readers. The survey was carried out via the mobile survey platform CRATOS, as part of the company's efforts to expand into the global market and to establish future strategies that reflect reader needs.

According to the survey, 41.5% of respondents cited "adaptations into drama, film, or animation" as the most anticipated aspect when enjoying webtoons. This was followed by "fandom communities where creators and readers can communicate" (21.0%) and "new production techniques that enhance immersion" (18.2%). These results illustrate that webtoons are evolving from simple consumable content into IP-driven Original Source Multi-Use (OSMU) expansion platforms.

As for criteria in choosing webtoon platforms, "personalized recommendations" (25.1%), "exclusive original content" (22.8%), and "free usage and payment benefits" (20.0%) were identified as major factors. On the other hand, users pointed out "lack of content to enjoy after completion" (26.3%), "difficulty searching by genre or topic" (24.5%), and "the burden of purchase and rental costs" (22.9%) as inconvenient aspects of the user experience.

For strengthening the global competitiveness of K-webtoons, respondents suggested the need for "discovering diverse themes" (33.5%), "translations tailored to local sensibilities" (26.7%), and "building integrated global platforms" (25.2%). Regarding expectations for platform companies, major roles mentioned included "enhancing serialization stability and work quality through creator support" (29.9%), "serving as a content hub supplying high-quality IP" (27.1%), and "expanding businesses based on webtoon adaptations for video and games" (24.5%).

Suseong Webtoon currently operates a global subscription-based webtoon service through its subsidiary, Toomics. Toomics is offered in 11 languages and boasts approximately 60 million members, with about 80–85% of total revenue generated overseas, demonstrating a strong global presence.

The company plans to strengthen its exclusive IP portfolio and increase profitability by adapting popular content into video and merchandise.

A representative from Suseong Webtoon stated, "Through this survey, we confirmed that readers want webtoons to evolve beyond simple viewing into a comprehensive entertainment experience," adding, "We will grow into a content hub where global readers can enjoy K-webtoons across various media, through differentiated IP acquisition and localization strategies."

This content was produced with the assistance of AI translation services.