Webtoon is the world's largest digital comics platform, home to some of the biggest artists, IP, and fandoms in comics. As pioneer of the mobile webcomic format, it has revolutionised the comics industry for fans and creators. With around 100 million monthly active users, and adaptations on Netflix, HBO Max, and other screens around the world, it’s passionate fandoms are the new face of pop culture. Webtoon is owned by South Korea’s Naver. In 2021, Naver acquired webnovel app Wattpad, the world’s leading webnovel platform. Together, these storytelling technology platforms reach a combined audience of 166 million people around the world.
It started when the science class hamster bit a student. She then passed the virus to the school nurse. Soon, the school was a mass of face-chewing zombies. Welcome to the world of All of Us Are Dead, the South Korean show that was Netflix’s most-watched non-English-language series last year, notching 561 million hours in its first 28 days on the platform.
The term “webtoon” is a portmanteau of “web” and “cartoon.” Naver, a South Korean web portal, is credited with popularizing webtoons. In 2003, Naver introduced its webtoon platform, allowing creators to publish digital comics online. The vertical scrolling format optimized for web and mobile viewing was a key innovation.
Unlike traditional comics, webtoons are designed for vertical scrolling, making them more suitable for online reading. This format also adapted well to mobile devices, contributing to the popularity of webtoons among smartphone users.
Webtoons quickly gained popularity in South Korea, leading to the expansion of the medium. The success of Naver’s platform prompted other companies to launch their own webtoon services. As the industry grew, creators began exploring diverse genres and storytelling techniques.
In the 2010s, webtoons started gaining international attention. Naver’s LINE Webtoon, an English-language platform, played a significant role in introducing webtoons to a global audience. Popular South Korean webtoons were translated into various languages, attracting readers from around the world.
Successful webtoons started to be adapted into other media, including television dramas and films. This further increased the visibility and popularity of webtoons globally. Platforms like Naver also formed partnerships with creators, providing them with a platform to showcase their work.
While many webtoons are available for free, platforms introduced monetization strategies such as premium content and ad revenue sharing with creators. This allowed talented creators to earn a living through their work.
Webtoons cover a wide range of genres, catering to diverse interests. Whether it’s romance, fantasy, horror, or slice of life, there’s a webtoon for nearly every taste. The platform’s accessibility has enabled a more inclusive representation of stories and creators.
Webtoon, as a platform for digital comics, employs several key strategies to maintain its position as a leading global platform for online comics. Here are some aspects of Webtoon’s strategy:
User-Friendly Platform: Webtoon focuses on providing a user-friendly platform accessible through both web browsers and dedicated mobile apps. The vertical scrolling format optimized for mobile devices enhances the user experience, making it easy for readers to navigate and enjoy content.
Diverse Content: Webtoon offers a diverse range of content, covering various genres and themes to cater to a broad audience. By providing content that appeals to different tastes and demographics, Webtoon attracts a wide user base.
Global Expansion: Webtoon has actively pursued global expansion, translating popular Korean webtoons into multiple languages to reach a broader international audience. The launch of an English-language platform, such as LINE Webtoon, has been instrumental in introducing webtoons to readers outside of South Korea.
Monetization Strategies: While many webtoons are available for free, Webtoon implements various monetization strategies to support creators and the platform itself. This includes offering premium content for a fee, providing an ad-supported model, and sharing revenue with creators through ad revenue and tipping systems.
Collaborations and Partnerships: Webtoon collaborates with creators, publishers, and other platforms to expand its content library. By partnering with established creators or adapting popular content into different media formats (such as TV shows or movies), Webtoon increases its visibility and attracts new readers.
Support for Creators: Webtoon places a strong emphasis on supporting creators. It provides a platform for emerging talent to showcase their work and build a fanbase. Additionally, creators can earn revenue through the platform’s monetization features, creating a sustainable model for both the platform and the artists.
Engagement and Community Building: Webtoon fosters a sense of community among its users. Features such as commenting and liking allow readers to engage with the content and share their thoughts. Building an active and engaged community contributes to the platform’s overall success.
Adaptation into Other Media: Successful webtoons are often adapted into other media, including television dramas, films, and merchandise. This strategy not only generates additional revenue but also increases the visibility of the platform and its content.
Innovation in Storytelling: Webtoon encourages innovation in storytelling by providing a platform for creators to experiment with narrative techniques and artistic styles. This commitment to creativity helps differentiate Webtoon from traditional comic formats.
Overall, Webtoon’s strategy revolves around accessibility, diversity, monetization, global expansion, and community building. By continuously evolving and adapting to the preferences of its audience, Webtoon has become a prominent platform in the digital comics industry.
