As viewer habits shift, low television ratings no longer define a show’s success. Content popularity is increasingly divided between traditional broadcast audiences and streaming platforms.
As of Wednesday, the romantic comedy Tastefully Yours, starring Korean actors Go Min-si and Kang Ha-na, surged to number two on Netflix’s global top 10 non-English TV shows list. It also ranked fourth among the most-watched Korean series on the platform. Despite strong streaming performance, the show struggles to attract viewers on cable TV, with ratings at just 3.4%, well behind series like Long Live the King and Royal Secret Agent, which average 8% to 10%.
Tastefully Yours is one of many Korean programs experiencing a large gap between TV and streaming viewership. A notable example is KBS’s variety show Beat Coin, which originally had about a 1% rating during its linear broadcast run. However, its reboot on the streaming platform Wavve became a hit, topping the network’s non-drama category for 28 consecutive weeks between May and November 2023. Just two days after streaming release, the reboot also claimed the number one spot on Netflix Korea’s top 10 TV shows.
The widening gap between traditional TV and streaming success largely reflects differences in audience demographics. Older viewers tend to stick with traditional broadcasts, while younger audiences increasingly migrate to digital platforms. When content resonates with global youth, the divide becomes even more pronounced, as seen frequently with Netflix offerings.
An industry insider at a local drama production company, speaking anonymously, said, “Today, success on Netflix is often considered more valuable than high TV ratings. With streaming’s growing importance, we focus from the development stage on crafting stories that are globally accessible, incorporating easy-to-translate dialogue and editing styles optimized for binge-watching.”
He added that the rise of streaming and viral short videos has extended the lifespan of content. Producers now prioritize long-term potential rather than overnight hits. “Even if a show underperforms during initial broadcast, it can find new life elsewhere. The traditional formula for measuring success has changed.”
However, concerns are rising that dominant streaming platforms like Netflix may skew creative directions and foster monopolistic tendencies. Netflix recently raised subscription fees in South Korea, increasing the ad-supported plan from 5,500 won (about $4) to 7,000 won, and the basic plan from 9,500 won to 12,000 won.
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