South Korea's native OTT platforms are exploring new strategies to expand the global reach of Korean dramas by partnering with multiple international platforms instead of relying solely on Netflix.
The article discusses the challenges faced by South Korean dramas in achieving global success without the influence of Netflix, which has traditionally been a dominant force in the international dissemination of Korean content. In response to this limitation, local OTT platforms in South Korea are beginning to adopt a 'more platforms, more benefits' strategy, which involves supplying dramas to multiple international streaming services rather than relying on a single global platform. This approach aims to enhance the accessibility and reach of Korean dramas to a wider audience, potentially leading to greater overall success.
A notable example of this strategy's effectiveness is the original drama 'Dear X' from Tving, which was released in South Korea in November last year and has since gained popularity on several global OTT platforms. It has topped rankings on Rakuten Viki and Disney Plus Japan, and it has achieved a significant ranking on StarsPlay, illustrating that local content can thrive outside of the Netflix ecosystem. Such accomplishments signify a shift in the traditional narrative that has bound Korean content to Netflix for achieving global impact.
Furthermore, Tving's collaboration with HBO Max by establishing a 'Tving brand corner' for distributing Korean content across 17 regions in Asia and the Pacific marks a significant step forward. This initiative, along with a similar venture on Disney Plus Japan, enables the local industry to expand its presence in global markets and attract international viewers, thereby diversifying the avenues through which Korean culture can be shared and celebrated globally. The implications of this strategy could reshape the landscape of Korean content production and distribution, paving the way for more varied forms of international engagement.
