A study published July 30 in the Korean Journal of Broadcasting and Telecommunication Studies found that Korean dramas have experienced major shifts in genre composition during two pivotal moments: the early 2010s, marked by the launch of comprehensive programming channels, and the post-2016 boom of online video streaming platforms, or OTT services.
While traditional television still leads in overall market share, its dominance is fading.
According to data from PwC, a $295.8 billion gap between global TV broadcasting and OTT platforms in 2019 narrowed to $156.7 billion by 2024. The forecast suggests OTT will continue to gain ground, with the difference shrinking to just $100.1 billion by 2028.
The consequences for Korean drama genres have been significant. Romance dramas, once the undisputed mainstay of the industry, have seen their share shrink dramatically — from 31.1 percent of all Korean dramas between 2005 and 2009 to 18.1 percent in the years spanning 2016 to 2023.
In contrast, previously marginal genres — thriller, mystery, crime, period pieces, and fantasy — have surged. Each of these categories, which represented just 0.5 to 1.3 percent of the drama landscape before 2010, rose to account for between 3 and 6 percent after 2016. Thriller content in particular grew from 0.5 percent in the late 2000s to 5.6 percent in recent years, while fantasy genres expanded from 1.3 to 6.3 percent.
“The proliferation of OTT platforms created an environment that reduced temporal and spatial constraints, thereby enhancing access to and consumption of diverse genres,” the study noted. It also emphasized that genre experimentation has spread across all broadcasting formats — not just cable or OTT, but also terrestrial networks.
Major networks have embraced the trend.
SBS broke genre boundaries with My Love from the Star in 2013, a fantasy romance featuring an alien protagonist, and later achieved success in the underrepresented sports drama genre with Hot Stove League in 2019. MBC ventured into darker thematic territory with the mystery thriller Black Out in 2023.
Meanwhile, cable broadcasters have increasingly leveraged OTT platforms to amplify their reach. CJ ENM’s tvN saw global success with Queen of Tears, a Netflix-distributed original that drew millions of viewers worldwide. JTBC’s Heavenly Ever After, a fantasy romance, topped ratings among non-terrestrial programs at its peak.
reporter
Kim Dong-young
davekim0807@ajupress.com
Copyright ⓒ Aju Press All rights reserved.
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