In the wave of middle-aged actresses launching YouTube channels, actress Kim Nam-joo's late entry into the platform has not met expectations. Despite being over two months since its launch, her channel has only attracted 40,000 subscribers, with the exception of her 17 billion won mansion tour, her videos have struggled to gain views.
Kim Nam-joo launched her YouTube channel in May, marking her debut on the platform 31 years into her career. She joins a growing list of actresses like Han Ga-in, Lee Min-jung, Ko Hyun-jung, and Ko So-young who have ventured into YouTube.
However, Kim Nam-joo has taken a different approach in managing her channel. Her YouTube content is also broadcasted on SBS Life's variety show 'Queen of Insight Kim Nam-joo'. The show combines two YouTube videos into one episode, making it both a YouTube and variety show. It is also available on the domestic OTT platform, Wavve.
With availability on YouTube, TV, and OTT, the promotional reach is significant, potentially converting TV viewers into YouTube subscribers. Yet, as of the 29th, Kim Nam-joo's YouTube channel has around 48,000 subscribers. In comparison, Ko So-young surpassed 40,000 subscribers in just two weeks, and Lee Min-jung reached 200,000 in less than a month.
The most popular content on Kim Nam-joo's channel is undoubtedly her home tour. The Samsung-dong residence, purchased in 2003 under Kim Nam-joo's name for 2 billion won, is home to notable figures like NCSoft's CEO Kim Taek-jin and NHN's Chairman Lee Jun-ho, earning the area the nickname 'Korea's Beverly Hills'. The current market value is estimated at 16 to 17 billion won.
Kim Nam-joo showcased her home in two videos over 40 minutes, featuring everything from a custom green door from Italy to a 100-year-old fountain and luxury dishes. This content has surpassed 1 million views.
However, subsequent videos have seen a sharp decline in views. Her collaboration with 'favorite' Lalal failed to reach 100,000 views, and her ambitious video featuring husband Kim Seung-woo only garnered 60,000 views. Out of 58 videos, including shorts, only one has exceeded 1 million views.
The current drama market makes it challenging for middle-aged actresses to secure leading roles, as productions often favor male actors with international recognition for profitability. As a result, YouTube has become a new avenue for these actresses to maintain their public presence. Kim Nam-joo expressed her desire to connect with the public through YouTube, but industry insiders suggest she is using the platform to reinvent her image and explore new opportunities as an actress.
However, Kim Nam-joo's YouTube channel feels overly commercialized. Although labeled as YouTube content, it essentially functions as a variety show, with noticeable production elements that can feel unnatural. While she succeeded in generating initial interest, maintaining that attention has proven challenging.
Kim Nam-joo has been on a hiatus since 'Wonderful World' last year, which marked her return to television after six years. As she ventures into solo variety shows, all eyes are on how this will impact her future as an actress.
By Tae Yuna, TenAsia Reporter youyou@tenasia.co.kr