The metrics for measuring a television show’s success are evolving, as evidenced by the rising popularity of Korean series like Tastefully Yours. The romantic comedy, starring Go Min-si and Kang Ha-na and airing on ENA and Netflix, highlights the widening gap between traditional TV ratings and streaming platform viewership.
Despite modest cable ratings—Tastefully Yours recorded only around 3.4%, trailing behind dramas such as The Long Ballad and Ghost in the Palace, which average between 8% and 10%—the series has soared on Netflix. It currently ranks second on Netflix’s global non-English TV chart and fourth on its Korea-specific most-watched list.
This divide between linear television and streaming success is not isolated. The KBS variety show Beat Coin initially struggled with a 1% viewership on traditional broadcast but gained significant traction following a reboot on the streaming service Wavve. From May to November 2023, it led KBS’s non-drama rankings for 28 consecutive weeks and later topped Netflix Korea’s drama charts shortly after its streaming release.
Industry experts attribute this divergence primarily to demographic differences between audiences. Traditional broadcast TV tends to attract older viewers, while younger and middle-aged demographics increasingly prefer digital platforms. Shows that resonate with younger global audiences, especially via Netflix, illustrate this split clearly.
A Korean drama production insider explained that success on streaming services like Netflix has become as important—if not more so—than high TV ratings. Producers now prioritize creating stories designed for global accessibility, incorporating elements such as easily translatable dialogue and editing styles tailored for binge-watching from the development stage.
The advent of streaming and viral short-form content has also extended the lifecycle of shows. Producers focus more on long-term audience engagement than immediate ratings. Even series that initially underperform on television can find renewed popularity and broader viewership through digital platforms. This represents a fundamental shift in how success is defined within the content industry.
However, concerns have emerged about the dominance of major streaming platforms like Netflix. Critics worry that their growing influence could steer creative decisions towards global marketability, potentially at the expense of local cultural identity. Additionally, Netflix’s recent subscription fee increases in South Korea—raising prices for its ad-supported and basic plans—have sparked debates over the platform’s market power and its impact on both consumers and creators.
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