Even Low Ratings Are No Problem
Platforms Can Bring Content Back to Life
Dramas that recorded low viewership ratings on traditional broadcasting channels such as terrestrial and cable TV are now climbing to the top ranks on online video service (OTT) platforms, continuing a trend of "reverse success." The equation of "live broadcast ratings = success" is being challenged, extending the life cycle of content and establishing late rediscovery as a new path to popularity.
The drama "Your Taste," co-produced by ENA and Genie TV, achieved a nationwide viewership rating of 2.0% (according to Nielsen Korea) after just two episodes since its premiere on May 12. The real momentum began on OTT platforms. Within three days of release, it reached No. 1 on Netflix's "Today's Top 10 Series in Korea" and broke into the top 5 in the non-English TV show category. It also secured the No. 1 spot in 23 countries, including Korea, Brazil, and the Dominican Republic, marking a global success.
SBS's "Spring of Four Seasons" also saw a decline in live broadcast ratings but rebounded by entering Netflix's domestic rankings. On Indonesia's largest OTT platform "Vidio" (from May 10 to 17, according to FlixPatrol), it ranked second among Korean dramas, and its OST stage video gained attention as it spread through social media. Distributed to 173 countries via the global platform "Rakuten Viki," the drama has enjoyed long-term consumption.
Content that initially receives little attention but later gains popularity through social media virality and algorithmic recommendations is classified as "long-tail content." This demonstrates that, in the OTT environment, long-term fandom and consistent consumption have become more important than short-term results.
Since the pandemic, the spread of algorithm-based recommendation systems, binge-watching, and clip-centered consumption has gradually weakened the traditional broadcast-driven formula for success. KBS2's "24-Hour Health Club" started with a 1.8% viewership rating but achieved a turnaround by ranking high on Disney+ and Wavve. The fresh genre of a romantic comedy set in a gym was evaluated as a perfect match for OTT viewers' tastes.
KBS2's "Cafe Minamdang" started with a 5.7% rating for its first episode, but ratings gradually declined. However, it reached the top 10 in Netflix's non-English TV show category, offering overseas viewers a new kind of entertainment. Analysts say the combination of mystery and comedy made it stand out as differentiated content on OTT platforms.
ENA's "Summer Strike" began with a viewership rating in the 0.6% range but rose to 1.4% in the Seoul metropolitan area for its final episode. Introduced overseas on Netflix under the name "Summer Strike," the show made an even bigger impact with its emotional narrative. It is considered a representative example of long-tail content.
This trend is also changing the way content is produced. Moving away from the traditional 16-episode structure, a variety of formats are emerging, such as shorter episode counts, "cliffhangers" (devices that leave tension at the end of an episode to encourage viewers to watch the next), and "mid-form" content lasting about 20 to 30 minutes. These are strategies designed with the possibility of a reverse trend on OTT platforms in mind.
Recently, planning for global distribution from the early stages of production has become standard. An official from a production company explained, "We incorporate easily translatable subtitles, universally relatable emotions, and editing styles suitable for simultaneous broadcasting into the planning stage," adding, "This increases the likelihood that content will remain exposed for a long time on platforms like Netflix."
Major OTT platforms use personalized recommendation systems to continuously expose content not only immediately after release but also long after. This "rediscovery structure" has now become another pillar of content success.
The success of content now depends not so much on "how big the initial impact was" but on "when and how it is discovered." The formula for success based on viewership ratings has become a thing of the past, and the platform-centric OTT market clearly demonstrates this change.
Cultural critic Park Hyunmin analyzed, "Platforms prioritize 'meaningful experiences' over ratings," adding, "Content that gains attention belatedly is now creating stronger fandoms and generating more sustainable revenue."
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