Tving’s Multi-Narrative Short Drama to Launch on Global No.1 Platform "ReelShort"

Multi-Narrative Format Changes the Ending Based on Viewer Choices
Short-Form Drama to Reach Global Audiences on Top Platform
"A Breakthrough for K-Content Expansion... Immersive and Engaging Participation"

Driven by the global popularity of K-content, Tving, a domestic online video service (OTT), is staking its future on expanding into international markets. This year, Tving is making new attempts such as short dramas targeting younger viewers, aiming to reach 10 million monthly active users (MAU) in Korea and to challenge Netflix's dominance.

Poster of the selectable multi-narrative short drama "I Am Choosing My Favorite," planned by CJ Group's in-house venture "Studio Shotnaps." The entire series was exclusively released on Tving on the 29th of last month. Provided by Tving

According to the OTT industry on October 27, the short drama "I Am Choosing My Favorite," currently available on Tving, is set to launch on "ReelShort," the world's leading short drama platform, at the end of this month. While "I Am Choosing My Favorite" is currently offered exclusively on Tving, the plan is to expand its reach to a global platform.

A representative from "Studio Shotnaps," the CJ Group in-house venture that planned this project, told The Asia Business Daily, "International users on the ReelShort platform will be able to watch it starting at the end of this month, and domestic users will have access from early December after Tving's exclusive period ends." ReelShort is a China-based short drama platform application that surpassed TikTok to rank number one in entertainment downloads in the United States in November 2023.

Now in its fifth year, Tving is positioning this year as the first year of its global expansion. Tving's core strategies for international growth include: securing leadership in K-content intellectual property (IP), reaching 10 million domestic MAU, and globally expanding K-content through strategic cooperation with Warner Bros. Discovery (WBD). The strategy to increase user numbers and engagement time also includes investments in short dramas. Tving is the first domestic OTT to launch a "Shorts" tab on its main screen, offering viewers short-form video content.

In particular, "I Am Choosing My Favorite" is notable for its selectable multi-narrative (interactive) format. This means that the characters and storyline change based on the viewer's choices, leading to multiple possible endings. Comprising 45 episodes, the story centers on five men competing on a dating show for the affection of one female lead. Each character embodies a different aspect of the tastes of Millennials & Gen Z, and the narrative unfolds accordingly. Near the end of each episode, a choice screen appears on the smartphone, prompting the viewer to select "Yes" or "No," which then determines the direction of the story. Viewers must watch the first episode to access the second, and skipping episodes is not allowed. This format encourages viewers to rewatch the drama multiple times to explore storylines they did not choose initially.

A Shotnaps representative said, "Rather than simply following the conventions of existing short dramas, we believe that content like multi-narrative stories, which capture the essence of K-content and allow for immersive participation in a short time, can be a breakthrough in the market. We hope that this type of content will continue to spread."

Short dramas are content aimed at younger audiences who are accustomed to short videos and smartphones. With their fast-paced storytelling, they are produced in vertical formats lasting 1-2 minutes, making them ideal for Millennials & Gen Z to watch on their phones. They can also be enjoyed anytime and anywhere, making use of spare moments without burden. According to a survey by the Broadcasting Media Communication Commission, the usage rate of short-form content last year was 70.7%, up 12.6% from the previous year. By age group, teenagers spent an average of 63 minutes per day watching short-form channels (CJ Mezzomedia).

Another advantage of short dramas is their lower production costs. The total production cost for a short drama ranges from 100 million to 200 million won, significantly less than the over 20 billion won typically required for regular dramas. Currently, there are about 40 short dramas available on Tving, with five of them being Tving originals as of October. A Tving representative said, "We plan to continue investing in short dramas. Established directors are also showing interest in producing short dramas, and the rise of dedicated short drama platforms and writers indicates that this is becoming a new market."