[Content Paradigm Shift] ①
Seoul's Spring, Yeonin, Taegyeilju, Moving, etc.
Analyzing Popular Content
Movies like 'Seoul Spring', dramas like 'Lovers', variety shows like 'Born to Travel the World', YouTube channels like 'Pinggego', and online video services (OTT) like 'Moving'?these representative K-content loved last year share a common trait: they competed with the 'quality' of their content rather than relying on the power of their platforms. The formula that a 'blockbuster' would explode once uploaded on a specific platform has been broken, and viewers clearly recognized well-made works.
'Seoul Spring', the first single film to reach 10 million viewers... MZ generation audience = box office driving force
Most movies released last year failed to surpass the break-even point (BEP). Korean films struggled particularly. Issues such as OTT holdback (the period before a movie moves from theaters to OTT), increased cinema ticket prices, and the quality of Korean films were cited as reasons for the slump. Despite this atmosphere, two films broke the prejudice that 'it is difficult to attract 10 million viewers through the theater platform.'
The third installment of 'The Outlaws' (directed by Lee Sang-yong), starring and planned by actor Ma Dong-seok, was released in June and attracted a cumulative audience of 10,682,813. The profits were substantial. The production cost was 13.5 billion KRW, and the break-even point was 1.8 million viewers. The film easily surpassed this, recording cumulative sales of 104.68773 billion KRW. The movie 'Seoul Spring', released on November 22 last year, also surpassed 10 million viewers on December 24, Christmas Eve. The film, which deals with the December 12 military coup, evoked anger through Jeon Du-gwang (played by Hwang Jung-min), a character inspired by Chun Doo-hwan. Using this momentum, it attracted audiences in their 20s and 30s to theaters and succeeded at the box office. It was also praised as a well-made genre film.
Is terrestrial drama boring? 'Lovers' breaks the prejudice
As large domestic and international OTT companies succeeded one after another with aggressive and challenging content planning, terrestrial (KBS, MBC, SBS) drama ratings plummeted. There was even talk that 'young viewers do not watch terrestrial dramas.' MBC broke this prejudice. The melodrama 'Lovers', starring Namgoong Min and Ahn Eun-jin, aired over 21 episodes in seasons 1 and 2. Viewers passionately embraced the heart-wrenching love story of Jang Hyun (Namgoong Min) and Gil Chae (Ahn Eun-jin). At last year's acting awards ceremony, it swept seven categories including Grand Prize (Namgoong Min), Drama of the Year, Best Acting Award (Ahn Eun-jin), Best Couple Award (Namgoong Min, Ahn Eun-jin), Best Supporting Actor (Choi Young-woo), Best Male Newcomer (Kim Moo-jun, Kim Yoon-woo), and Best Female Newcomer (Park Jung-yeon), earning recognition as the best drama.
Variety shows were also well made. MBC's variety program 'Born to Travel the World' (hereafter 'Born to Travel') depicted webtoon artist and broadcaster Gian84 (real name Kim Hee-min) traveling with actors Lee Si-eon, Dex (real name Kim Jin-young), and travel YouTuber Pani Bottle (real name Park Jae-han). It gained popularity with as many as three seasons produced. It is an unplanned travelogue to the opposite side of the globe, such as India and South America. Gian84, known as 'the man born to live,' sets off with just a bag containing a toothbrush and underwear. The show gained popularity for its realistic portrayal of situations like being overcharged due to failed bargaining or overcoming unexpected difficulties on site.
Everyone turns to YouTube... Enthralled by honest talk
Broadcaster Yoo Jae-suk (from the left), singer Sung Si-kyung, Brian [Photo by Yonhap News, TVING 'The Table', MBC 'Radio Star']
YouTube, which had produced numerous emerging stars, became a battleground for major broadcasters. Even Yoo Jae-suk and Shin Dong-yup created personal channels.
Yoo Jae-suk invites close colleagues to his 'Pinggego' channel to chat over coffee. He introduces himself as a 'storyteller.' There is no special concept. The entire content is just casual chatting with acquaintances, but within one year of its launch, it surpassed 230 million cumulative views. Sung Si-kyung is loved for 'Meokreunde' where he goes alone with a camera to his genuinely favorite restaurants to eat and drink. The show mainly features him enjoying delicious food at his favorite eateries. Restaurants he introduced became so crowded that it was almost impossible to visit, earning him the nickname 'Gukbap Minister.'
Brian runs the 'Cleaning Maniac' channel, where he visits messy homes to help clean. His catchphrase "If it's dirty, you're rude" became popular. He is loved for his sincere attitude toward cleanliness and cleaning, as well as his honest talk. Having debuted as a member of the group Fly to the Sky, he is regarded as experiencing a second heyday through his channel.
Healing instead of gore... OTT box office formula broken
On OTT platforms, instead of gory content with violence and bloodshed, 'kind content' was loved. Disney+’s 'Moving' and Netflix’s 'Morning Comes to the Psychiatric Ward' received enthusiastic responses. Unlike the usual 6 to 12 episodes, 'Moving' was made with 20 episodes. The industry worried whether a long-form work could satisfy young viewers accustomed to short content, but viewers themselves proved that good content is recognized by the audience. 'Moving' portrayed stories of ordinary small-town heroes encountered in daily life. It recorded the highest viewing time among Disney+’s local original works and contributed to securing about 7 million subscribers in the fourth quarter of this year.
'Morning Comes to the Psychiatric Ward' was praised for breaking away from the prejudices and clich?s with which existing media treated mental illness. It featured characters with panic disorder, delusions, schizophrenia, depression, and more, and notably, the main and supporting characters leading the story were set as individuals with related illnesses or experiences. It was highly regarded for portraying these stories warmly without sensationalizing them.
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