With the rise of OTT platforms like Netflix and TVING, viewers who once waited for a series to conclude before binge-watching are now shifting back to 'live viewing.' This change is largely influenced by the impact of short-form content. As promotional clips featuring key scenes from dramas flood social media, viewers are increasingly motivated to watch episodes live to avoid spoilers.
According to TVING, 'Yumi's Cells Season 3' achieved the top spot in weekly paid subscriber contributions during its first week of release (April 13-19). Meanwhile, MBC's drama '21st Century Grand Duchess' surpassed a 10% viewership rating by its fourth episode, setting a new personal best. Both shows had generated significant anticipation prior to their release, and their popularity is now reflected in these impressive numbers.
The success of these dramas can be attributed to the 'three-wave' rule. The first wave occurs at the start of a drama's airing, driven by the fanbase of the lead actors and the original IP, securing a core audience. The second wave follows as short clips and advertisements attract general viewers who become interested in the drama. The third wave sees the drama gaining traction through word of mouth, drawing in even those who typically don't watch dramas. Achieving all three waves can elevate a drama to mega-hit status.
'Yumi's Cells Season 3' leveraged its strong fanbase from the original webtoon and previous seasons to create the first wave. '21st Century Grand Duchess' capitalized on the casting of IU and Byun Woo-seok to generate early buzz. Despite initial criticism of the acting, the drama is now entering the second wave of popularity thanks to effective promotion on short-form platforms and social media.
Viewers exposed to these short clips develop curiosity about the drama, while existing viewers feel compelled to watch live broadcasts to avoid spoilers from social media and YouTube algorithms. This combination of curiosity and spoiler avoidance is driving viewers to eagerly await broadcast days instead of binge-watching.
However, live viewing is not solely about avoiding spoilers. For viewers in their 20s and 30s, it has become a form of entertainment in itself. They actively share their thoughts in real-time on social media, watch analysis videos, and speculate on future episodes, engaging in 'sub-content' consumption. Rather than rushing to the conclusion, they are rediscovering the joy of anticipation.
In the absence of a dominant tentpole drama on Wednesday and Thursday nights, SBS is set to release 'Sold Out Again' on the 22nd. With the momentum of live viewing already heightened by Monday-Tuesday ('Yumi's Cells Season 3') and Friday-Saturday ('21st Century Grand Duchess') dramas, it remains to be seen if this new release can successfully capture the audience's attention.
Ejin Park, TenAsia Reporter ejin@tenasia.co.kr