SK Broadband said on Tuesday that its IPTV subscription VOD service B tv+ has surpassed 100 million hours of cumulative viewing 21 months after its launch.

It said B tv+ subscribers use 2.6 times more content than non-subscribers, and that B tv's cancellation rate fell 26 percent from a year earlier, leading to a lock-in effect.

B tv+ is a subscription product that allows unlimited viewing of about 200,000 titles, including movies, dramas, entertainment, animation and kids content, without additional payment. The company said it found that highlighting value for money was effective through its B tv All+ plan, which is available at a monthly 5,500 won, discounted by up to 61 percent when bundled with high-speed internet and IPTV.

It has recently been boosting content competitiveness by quickly securing buzz titles such as the drama series "21segi Daegunbuin", "Moduga Jasinui Mugachihamgwa Ssaugo Itda" and "Sinirang Beomnyul Samsoso", the entertainment show "Hidden Singer 8", and the films "Heartman" and "Now You See Me 3". A multi-device environment that allows viewing on up to 4 devices, including smartphones and tablets, via Mobile B tv is also cited as a factor driving user growth.

SK Broadband is also providing offline benefits in addition to content. Following last year's "KBO postseason live viewing event", it is holding this year's "OGFC Legend Match live viewing event", a showdown between European football legends such as Park Ji-sung (박지성) and Ferdinand and Suwon Samsung legend players.

An SK Broadband official said, "B tv+ is becoming a reliable place to settle in without worry in an era of content overload." The official said, "With overwhelming content competitiveness and differentiated benefits, it will establish itself as the media platform viewers look for first."