The Rapid Growth of OTT Platforms and the Coexisting Relationship with Scripted Series
OTT (Over The Top) platforms have experienced rapid expansion over the past recent period, fundamentally transforming the way audiences access content. OTT refers to content services distributed via the internet, offering a viewing experience that is structurally different from traditional broadcast media. In South Korea in particular, the proliferation of platforms such as Netflix, TVING, and Wavve has substantially reshaped consumption patterns for entertainment content.
To begin, it is useful to explore the basic meaning of OTT and the conditions enabling its rise. At its core, OTT refers to content made available through the internet, allowing users to watch content at their own convenience. Unlike cable-based media, this model offers greater flexibility. This shift was rapidly amplified during the COVID-19 pandemic, as more people stayed indoors and increasingly relied on OTT platforms for entertainment. As a result, OTT services began offering a broad spectrum of genres, including dramas, thereby broadening consumption options.
The role of OTT platforms within the drama market has become increasingly important. While traditional broadcasters typically produce and air content according to fixed schedules, OTT platforms operate free from such broadcast constraints. This freedom enables the production of dramas with greater diversity. For instance, Netflix achieved international recognition with titles such as Squid Game, which redefined the global standing of Korean dramas. This success demonstrated that Korean drama content is no longer confined to the domestic market, but is capable of achieving international appeal.
It is also essential to examine the interconnected growth of dramas and variety shows on OTT platforms. OTT services actively produce not only scripted dramas but also entertainment shows. Programs such as New Journey to the West have gained strong traction on OTT platforms, helping to build new fan bases. These variety formats are particularly suitable for Content Consumption Transformation brand collaborations, playing a key role in generating advertising revenue. By redefining the boundaries between drama and entertainment content, OTT platforms provide audiences with new experiences.
The relationship between the global expansion of OTT platforms and Korean content cannot be ignored. Korean dramas and variety shows are now circulated worldwide through OTT services, greatly boosting visibility of Korean content. In particular, the emotionally engaging characters found in Korean productions have attracted a growing international fanbase. This expanding fandom has had a constructive effect on the Korean content industry and is expected to open additional markets in the future.
Looking ahead, it is important to consider the long-term trajectory. OTT platforms are expected to sustain momentum, while the boundaries between dramas and variety content may become increasingly ambiguous. In addition, as technology continues to progress, new content formats such as VR (virtual reality) and AR (augmented reality) are likely to emerge. These developments may offer viewers more immersive experiences, while simultaneously presenting content creators with fresh opportunities.
Ultimately, the growth of OTT platforms and their coexisting relationship with drama content will continue to progress. Audiences will be able to engage with these shifts while enjoying an increasingly diverse selection of content. The future of the Korean content industry remains a subject of ongoing curiosity.