Today consuming content is divided between two forces, the rise of streaming content and traditional broadcast viewership. In this age, a decline in TV rating does not indicate the show’s failure.
‘Tastefully Yours’ featuring Go Min Si and Kang Ha Nuel, a romantic comedy as of Wednesday has risen to No. 2 on Netflix’s global Top 10 non-English TV series. It also secured 4th position on streamer’s korea ranking as top 10 most watched series.
Despite this success, the series is struggling to gain attraction on linear TV.
With a TV viewership rating of 3.4 percent, "Tastefully Yours" fell behind dramas like "Heavenly Ever After" and "The Haunted Palace," which earned an impressive 8 to 10 percent.
As with many K-shows, 'Tastefully Yours' draws significantly different audience numbers when comparing broadcast TV to streaming data. Am example that can be mentioned is, KBS’s variety show ‘Beat Coin’ which during the conventional airing saw viewership ratings around 1 percent but when it was released on streaming platform Wavve, the show’s popularity skyrocketed dominating KBS’ non-drama category for 28 consecutive weeks between May 8 and Nov. 13, 2023. It also ranked on No. 1 in Netflix Korea’s Top 10 series 2 days after it’s release.
Traditional broadcast viewership is dominated by older demographics while the middle aged and younger generation is more inclined towards digital platforms like Netflix. This shift reflects broader trends in media consumption, where convenience, on-demand access, and personalized content drive preference.
An industry official from a local drama production studio said, “ Success on Netflix is now generally seen as being more important than high TV ratings, with success in the streaming space becoming more and more important, from the development stage, we are focusing on creating globally accessible storytelling by incorporating elements such as easily translatable dialogue and editing styles optimized for binge-watching.”
Thanks to streaming and viral short-form clips, shows now have a much longer shelf life—so producers are less obsessed with overnight ratings and more focused on long-term potential. A series might flop on live TV but blow up later on streaming or social media. He also said, “ The traditional metrics for evaluating a show’s success have fundamentally shifted, today, longevity and cross-platform resonance outweigh overnight ratings.'"
Growing concerns suggest the outsized influence of dominant platforms, particularly Netflix may distort creative decision-making and foster monopolistic tendencies within the content industry. Netflix recently raised its subscription fees in Korea, with the ad-supported tier jumping from 5,500 won ($4) to 7,000 won and the basic plan increasing from 9,500 won to 12,000 won.
-Reported by Samruddhi Poojary
Intern at the Korean Academy
Korean news analysis and reporting
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