The Accelerated Expansion of OTT Platforms and the Coexisting Relationship with Scripted Series
OTT (Over The Top) platforms have experienced continuous acceleration over the past several years, fundamentally changing the way audiences consume content. OTT refers to content services delivered via the internet, offering a viewing experience that is structurally different from traditional broadcast media. In South Korea in particular, the emergence of platforms such as Netflix, TVING, and Wavve has significantly altered consumption patterns for entertainment content.
To begin, it is useful to explore the basic meaning of OTT and the background behind its growth. At its core, OTT refers to content made available through the internet, allowing users to view content at their chosen moment. Unlike linear broadcasting, this model offers enhanced autonomy. This shift was rapidly amplified during the COVID-19 pandemic, as more people remained at home and increasingly relied on OTT platforms for entertainment. As a result, OTT services began offering a diverse lineup of genres, including films, thereby expanding viewer choice.
The role of OTT platforms within the drama market has become increasingly important. While Content Consumption Transformation traditional broadcasters typically produce and air content according to weekly programming grids, OTT platforms operate free from such broadcast constraints. This freedom enables the production of dramas with more experimental formats. For instance, Netflix achieved worldwide impact with titles such as Squid Game, which elevated the global standing of Korean dramas. This success demonstrated that Korean drama content is no longer limited to the domestic market, but is capable of achieving global reach.
It is also essential to examine the interconnected growth of dramas and variety shows on OTT platforms. OTT services actively produce not only story-driven content but also unscripted programs. Programs such as New Journey to the West have gained strong traction on OTT platforms, helping to build new fan bases. These variety formats are particularly suitable for commercial partnerships, playing a key role in generating advertising revenue. By dismantling the boundaries between drama and entertainment content, OTT platforms provide audiences with new experiences.
The relationship between the global expansion of OTT platforms and Korean content cannot be overlooked. Korean dramas and variety shows are now circulated worldwide through OTT services, greatly increasing awareness of Korean content. In particular, the emotionally engaging characters found in Korean productions have attracted a growing international fanbase. This expanding fandom has had a beneficial influence on the Korean content industry and is expected to create new opportunities in the future.
Looking ahead, it is important to consider the direction of change. OTT platforms are expected to continue growing, while the boundaries between dramas and variety content may become increasingly fluid. In addition, as technology continues to advance, new content formats such as VR (virtual reality) and AR (augmented reality) are likely to emerge. These developments may offer viewers deeper engagement, while simultaneously presenting content creators with new challenges.
Ultimately, the growth of OTT platforms and their coexisting relationship with drama content will continue to develop. Audiences will be able to engage with these shifts while enjoying an increasingly diverse selection of content. The future of the Korean content industry remains a subject of high anticipation.