LG Uplus’s subscription platform ‘Yudok’ has surpassed 2 million monthly active users by providing differentiated customer value through products that reflect the needs of the MZ generation.
Yudok is a subscription platform that offers a total of 123 types of services across various categories including online streaming services (OTT), self-development, food, kids, and pets. Users can freely choose and use only the services they want each month, with an easy cancellation process. Even if only one service is used, substantial discounts are available, and the discount rate increases when multiple services are subscribed, making Yudok one of its strong points.
As of the end of February, Yudok recorded 2.13 million MAU after just one and a half years since its launch. Most subscription products are packaged by providers into specific service bundles, which can inconvenience customers who have to pay for services they do not need. LG Uplus analyzes that resolving this inconvenience is a factor in Yudok’s popularity.
Launched in November last year, ‘Yudok PICK’ has also driven the growth of Yudok. This product offers a high discount rate by gathering the services most preferred by customers, allowing them to subscribe to two services, one OTT and one life benefit, for just 9,900 won. Customers with U+ Membership VIP status or higher can receive an additional 4,000 won discount.
For example, a customer choosing YouTube Premium (14,900 won per month) and Paris Baguette (two vouchers worth 2,500 won each, totaling 5,000 won in benefits) can subscribe to 19,900 won worth of services at a 50% discount for just 9,900 won. Additionally, U+ Membership VIP customers can receive a further 4,000 won discount, making the total cost just 5,900 won (70% off).
Yudok PICK has significantly enhanced the customer experience of the MZ generation pursuing rational consumption, aligned with the increasing usage rates of domestic OTT services and the phenomenon of streaming inflation. It is cheaper than the cost of subscribing to a typical OTT service alone. In fact, 71% of Yudok PICK subscribers are from the 2030 age group.
Recently, as the price of YouTube Premium has increased, customer burdens have grown, with many customers resorting to overseas payment workarounds or illegal voucher sales sites. LG Uplus explains that using Yudok enables customers to access the same services at reasonable prices without resorting to illegal or workarounds.
LG Uplus is also running a promotion until the 25th of next month, giving new subscribers of Yudok PICK a 5,000 won discount coupon that can be used for purchases over 10,000 won at SSG.COM.
According to an official from LG Uplus Yudok, “Yudok operates on a DIY model that allows customers to select only the services they want without restrictions to create differentiated customer value,” adding, “In the future, we plan to gradually expand our services by innovating the differentiated subscription experience and building a customer-centered consumer-to-consumer (C2C) ecosystem as an open subscription platform.”
Jin Sang Lee daedusj@autodiary.kr