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Sat, February 4, 2023 | 14:11
Webtoon market to triple by 2015
"2015년 국내 웹툰 시장 3천억원 규모로 성장" KT경제경영연구소 보고서…"웹툰이 만화시장 35% 차지할 것"
Posted : 2013-09-22 18:48
Updated : 2013-09-22 18:48
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By Choi Kyong-ae

Advanced mobile technology will further drive demand for "webtoon" content in Korea, one of the world's most wired countries, a local research institute said Sunday.

Webtoon is a combination of the words web and cartoon, and which some hit movies have been based on in the past several years.

Korea's webtoon market will nearly triple to 295 billion won ($272 million) in 2015 with the wider use of smartphones and other mobile gadgets, compared to 100 billion won in 2012, said a report released by the KT Economic Research Institute.

"One out of three Koreans connect to a website showing online cartoons almost on a daily basis, and an increasing number of moviegoers buy tickets for webtoon-based movies," Kim Jae-pil said in the report.

Megahit movies based on popular online comics include "Secretly, Greatly," "Moss," "26 Years" and "A Neighbor." The most recent success of "Secretly, Greatly" is expected to accelerate the boom in the Korean film industry to bring more web comics to the big screen.

"Secretly, Greatly," a movie about three North Korean spies dispatched to South Korea on a mission to help achieve unification of the two Koreas, was the biggest hit among cartoon-based movies attracting 7 million moviegoers this past summer, according to the Korean Film Council.

Webtoon-based movies took 14 percent of all Korean movies released in the January-June period, sharply up from 4.7 percent in 2010, data from the council showed.

Webtoon cartoonists usually partner with Naver or Daum, the country's two largest portal sites, to carry their comics online. The spy webtoon enjoyed more than 300 million views for its 66 part series featured on Daum for a year through May 2011.

The report said that webtoons were used not only as the basis for movies, soap operas and games, but also utilized as tools for marketing and promotional events in the private and public sector. Webtoons will grow to account for 36 percent of the country's overall cartoon market in 2015 from 14 percent last year, it said.

Unlike other developed countries such as the U.S., Korea has shown a rapid growth rate in the online cartoon market due to its higher penetration rate of smart mobile gadgets, said Kim.

"Published cartoons are the mainstream, accounting for 96 percent of the total U.S. cartoon market, while Japan's digital comic market is likely to grow to $1.4 billion in 2015 from an estimated $778 million this year," he said.

The report estimated digital comics will account for 15 percent of the world's cartoon market valued at $6.5 billion in 2015, up from 12 percent of a $6.3 billion market this year.


"2015년 국내 웹툰 시장 3천억원 규모로 성장" KT경제경영연구소 보고서…"웹툰이 만화시장 35% 차지할 것"

 2015년에는 국내 웹툰 시장 규모가 3천억원에 육박할 것이라는 전망이 제기됐다.

    22일 KT경제경영연구소의 최근 보고서에 따르면 작년 국내 만화시장 규모는 7천150억원으로, 이 중 웹툰 시장은 14.0%인 1천억원 규모인 것으로 추정된다.

    보고서는 국내 웹툰 시장이 올해 1천500억원, 내년 2천100억원으로 성장한 뒤 2015년에는 2천950억원 규모로 커질 것으로 예상했다. 전체 만화시장 점유율은 올해 20.0%, 내년 26.6%, 2015년 35.6%가 될 전망이다.

    연구소는 웹툰을 통한 광고 매출액의 증가, 2차 저작권료 수입과 유료 웹툰의 판매 등이 웹툰 시장의 성장을 견인할 것이라고 설명했다.

    웹툰은 영화, 드라마, 게임 등 다양한 미디어의 원천 콘텐츠로 활용되고 있으며 최근에는 공공기관과 기업 등에서 브랜드 홍보와 캠페인으로 웹툰을 활용하고 웹툰 캐릭터를 마케팅에 이용하는 등 시장이 확대되는 추세다.

    작년 영화화돼 개봉한 강풀 작가의 '26년'과 '이웃사람'이 각각 300만명과 240만명의 관객을 동원하며 흥행에 성공했고 'Hun' 작가의 '은밀하게 위대하게' 역시 최근 영화화돼 700만명을 극장으로 불러들이는 등 웹툰 원작 영화의 성공 사례가 잇따르고 있다.

    올해 상반기 한국 영화 관객 중 웹툰 소재 영화 관객의 비율은 14.4%로 작년 4.7%에서 크게 늘었고 '신과 함께', '목욕의 신', '더 파이브', '트레이스', '다이어터', '살인자난감' 등 웹툰 10여편의 영화화가 추진되고 있다.

    웹툰 자체로, 혹은 영화화를 통해 해외 시장 진출도 활발하게 전개되고 있다. 하일권 작가의 '3단합체김창남'은 영국 영화제작사인 페브러리필름과 영화화 판권 계약을 체결했고  주호민 작가의 '신과 함께'는 일본에 리메이크 판권을 수출했다.

    '캐러멜' 작가의 '다이어터' 역시 대만, 태국, 베트남, 인도네시아 등 4개국에서 출판 계약을 맺었고 NHN은 네이버재팬을 통해 일본어로 번역된 한국 웹툰 60여편을 현지에 서비스하고 있다.

    보고서는 웹툰 플랫폼 중심으로 새로운 생태계가 구축됐다는 점에 특히 주목했다. 웹툰 작가과 플랫폼이 공생하면서 시장을 활성화하려는 노력이 다각도로 진행되고 있다는 것이다.

    웹툰 플랫폼은 웹툰의 전송 권리만을 확보하고 타매체 유통, 2차 판권 권리는 작가에게 부여해 작가가 부가 수익을 창출할 수 있는 구조를 마련해 놓고 있다.

    또 작가를 지원하기 위해 광고 비즈니스 모델을 도입하고 유료화나 해외 시장 진출, 스마트툰(스마트폰을 통한 웹툰) 같은 새로운 기획으로 시장 활성화에 나서고 있다.

    네이버의 경우 콘텐츠 유료판매, 광고 모델, 파생 상품 등으로 구성된 '페이지 프로핏 셰어(PPS)' 프로그램을 121개 작품에 적용해 한 달만에 매출액 6억원을 달성했다.

    보고서는 '웹툰 플랫폼은 전 세계 유례없는 한국 고유의 생태계 모델로 글로벌 미디어 시장에 새로운 콘텐츠를 공급하는 샘물과도 같은 역할을 하고 있다'며 '웹툰 생태계가 애플리케이션 생태계에 버금가는 거대한 창조경제 생태계로 거듭날 수 있다'고 설명했다.

    이어 '포털 사이트 등의 플랫폼이 유저 유입을 위해 콘텐츠를 무료로 제공했다는 비난이 있기는 하지만 국내 웹툰 시장의 성장 배경에 웹툰 플랫폼의 기여가 있음을 부정할 수 없다'며 '웹툰을 플랫폼화해 하나의 생태계로 구축해 웹툰을 대중화시켰다는 점에서 높은 평가를 받을 만하다'고 강조했다.
Emailcka@ktimes.co.kr Article ListMore articles by this reporter
 
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