A scene from the drama Moving (Image provided by Walt Disney Company Korea)
SEOUL, Dec. 7 (Korea Bizwire) – The once-clear divide between streaming platforms and traditional TV broadcasters in South Korea is rapidly dissolving, as collaborations between these two sectors become increasingly common.
This trend underscores the evolving landscape of content distribution, driven by changing viewer habits and the financial pressures of content creation.
When Netflix entered the Korean market in 2016, terrestrial broadcasters held firm dominance in the drama industry, relying on their unparalleled reach.
It wasn’t until 2019 that these major networks began licensing new dramas to the platform, with earlier partnerships emerging from smaller cable channels like JTBC. Today, simulcasting dramas on both TV and streaming platforms has become standard practice.
Notably, the dynamic is shifting further, with TV networks now airing content originally created for streaming platforms. Domestic services like Tving and Coupang Play have led this shift, airing their original series on networks like tvN and JTBC shortly after their streaming debuts.
This image shows actor Ryu Seung-ryong who won Best Lead Actor for his role in the superhero webtoon series “Moving.” (Image provided by the Walt Disney Company)
Even global streaming giant Disney+ has joined this trend: MBC will air Disney+’s hit series Moving starting December 22, marking an unprecedented collaboration between a terrestrial broadcaster and a global OTT service in Korea.
MBC views this as a strategic move to showcase high-quality content to a broader audience, while Disney+ sees it as an opportunity to introduce its storytelling to more viewers and bolster its brand recognition in the Korean market.
These partnerships stem from mutual challenges. Broadcasters are grappling with declining ad revenues and soaring production costs, while global streaming platforms aim to maximize their reach in a highly competitive market.
By working together, broadcasters gain access to premium content that attracts younger viewers, and streaming platforms benefit from TV’s accessibility and established audience base.
Cultural critics see this as a win-win. “This collaboration reflects how broadcasters, once dominant, are adapting to a landscape where OTT platforms now hold sway,” said pop culture commentator Ha Jae-keun.
Another expert, Jung Deok-hyun, noted that successful ventures like MBC and Disney+’s partnership could pave the way for similar alliances, reshaping the content ecosystem in Korea.
As content consumption habits continue to shift, the merging strategies of streaming services and broadcasters highlight the industry’s efforts to adapt and thrive in a rapidly evolving media environment.
Lina Jang (linajang@koreabizwire.com)
