《Kim Ji-won's Kakaotalk》
Today's story, candid and sharp. TenAsia's reporter Kim Ji-won critically analyzes entertainment industry issues with a discerning eye.
A 30-second video clip that you pause on while scrolling can sometimes lead to binge-watching hours of drama. The trend of viewers seeking out the full version of a show after encountering a short clip packed with flashy action and intense impact is on the rise. What was once a supplementary tool for drama promotion, shorts have now become a powerful 'reverse trigger' driving viewers to the main content. It's no longer dramas creating shorts, but shorts leading viewers to dramas.
According to Good Data Corporation's FUNdex for the first week of April, Netflix's 'Hunting Dogs 2' topped the TV-OTT drama category, with short-form videos playing a significant role in its popularity. Researcher Oh Yoo-sun from Good Data Corporation stated, "After analyzing video service platforms like YouTube, Naver TV, and Kakao TV, it was found that action scenes from 'Hunting Dogs 2' were among the most viewed short-form videos," adding, "Based on various academic studies, short-form videos are likely to influence some viewers to watch the full version."
Short clips that encapsulate the catharsis unique to the action genre spread through algorithms, leading users who encounter them to watch the full version. Shorts are replacing the role of traditional trailers, providing viewers with a 'guarantee of fun' that encourages them to invest in longer narratives.
This phenomenon is also captured in various statistical data. According to the '2025 Content Usage Behavior Survey' by the Korea Creative Content Agency, the usage rate of short-form content is 58.6%. After watching short-form content, the most common action was 'recommending/sharing with others' at 29.8%, followed by 'community activities like commenting/liking' (21.8%), 'checking others' reactions' (16.5%), 'searching for related content' (12.2%), and 'watching the original content' (11.3%).
Nasmedia's '2026 Internet User Survey' suggests that short-form videos act as a trigger for purchases. Among short-form viewers, 82.5% enjoy videos daily, and 60.5% are heavy users who access them more than three times a day. Of these, 62.6% search for product information, and 1 in 4 (24.7%) make immediate purchase decisions. In the content industry, this translates to viewers choosing to watch the full version.
Google's 'Think with Google' also reported that 59% of Gen Z move to watch longer versions of content they discover through short-form apps. Short-form videos serve as a 'filter' for discovering and selecting long-form content.
Academia is also paying attention to the close correlation between short-form and OTT viewership. A study presented at the 2023 Korean Management Consulting Association found that the more YouTube clips people watch, the more significantly they transition to OTT viewing. This trend is particularly pronounced in drama and film genres, and it is stronger among millennials.
This aligns with the consumption patterns of modern viewers who prioritize viewing efficiency. Instead of investing time in watching entire drama series blindly, they prefer to first confirm 'verified fun' through short-form content before committing their time.
Ultimately, short-form videos have evolved beyond being mere 'sub-products' of dramas to becoming a marketing tool that can influence the success of the main content. OTT companies are focusing on short-form-friendly content creation, collaborating with influencers from other fields, and placing shorts at the center of their marketing strategies.
For viewers who value time efficiency, shorts serve as an effective 'synopsis' and 'gateway to fandom.' In an era where following long narratives is challenging, the intense impact of a 30-second clip can lead to a 7-hour binge-watch, a 'reversal drama' trend that is likely to become more frequent.
Kim Ji-won, TenAsia Reporter bella@tenasia.co.kr