Mixed Results for 'Yumi's Cells Season 3': OTT Success vs. TV Ratings Challenge

The TVING original series 'Yumi's Cells Season 3' (hereafter 'Yumi's Cells') has received mixed results. While it has successfully attracted new subscribers on OTT platforms, its ratings on the tvN channel have not met expectations. The scheduling strategy of releasing episodes on TVING first, followed by split broadcasts on tvN, is seen as a factor contributing to the disparity in performance.

'Yumi's Cells' began streaming on TVING on the 13th, with two episodes released every Monday at 6 PM exclusively. On tvN, these episodes are split and aired on Mondays and Tuesdays at 8:50 PM. While early OTT releases are not uncommon, the structure of splitting two episodes over two days on TV could impact channel ratings.

Looking solely at tvN's performance, there is some disappointment. 'Yumi's Cells' took over the Monday-Tuesday drama slot from 'Siren,' which ended with a 4.7% rating on the 7th. 'Yumi's Cells' started with a 2.3% rating for its first episode, followed by 1.7%, 2.3%, and 1.9% for subsequent episodes, remaining in the 1-2% range. Compared to 'Spring Fever,' which aired earlier this year and maintained 4-5% ratings, ending at 5.7%, this is a lower trend.

The platform performance tells a different story. 'Yumi's Cells' received praise for its direction and acting immediately after release and topped TVING's weekly paid subscriber contributions from the 13th to the 19th, proving its presence on OTT. Thus, TV ratings and OTT performance have diverged.

Analysts suggest that the scheduling strategy has influenced this trend. On TVING, viewers can watch two episodes at once on Monday, but on tvN, they must watch the same episodes split over Monday and Tuesday. Viewers who have already watched the episodes on OTT may have less incentive to watch the TV broadcast again. Conversely, those following the tvN broadcast may encounter spoilers online.

Online reactions include comments like "It's so good that I watch it on TVING as soon as it's released" and "Watching two episodes in a row is more immersive." The gap between the binge-watching demand of OTT viewers and the twice-weekly split TV broadcast may have negatively impacted channel ratings.

The response to the show itself is not bad. 'Yumi's Cells' garnered attention even before its release as it returned four years after Season 2. It has a strong fan base from the original work. Additionally, the pairing of 15-year acting veteran Kim Go-eun and rising star Kim Jae-won, who is 10 years younger, was a point of interest. After the broadcast, their romantic chemistry and emotional depth received praise. However, with TV ratings stuck in the 1-2% range, it's difficult to attribute the low numbers solely to the show's quality.

Some argue that ratings alone cannot determine a show's success. As a TVING original, platform performance is also a crucial metric. Regarding the strategy of releasing on TVING first and then on tvN, a broadcasting official stated, "The intention was to provide the work to more viewers, even if they don't subscribe to TVING," adding, "Thanks to the tvN broadcast effect, it ranked first in weekly paid subscriber contributions for two consecutive weeks." They also noted, "We don't think the current ratings are low," explaining that the scheduling was not solely aimed at TV ratings.

Ultimately, it's hard to categorize 'Yumi's Cells' as either a success or a failure. It achieved success on OTT but showed a lower trend on the tvN channel compared to its predecessor. This demonstrates that simply increasing exposure by scheduling TVING originals on tvN does not guarantee high live ratings. It also highlights the need to consider both OTT subscriber acquisition and channel expansion in today's programming strategies.

The results of 'Yumi's Cells' are difficult to categorize as either a success or a failure. While it succeeded on OTT, it showed a lower trend on the tvN channel compared to its predecessor. This demonstrates that simply increasing exposure by scheduling TVING originals on tvN does not guarantee high live ratings. It also highlights the need to consider both OTT subscriber acquisition and channel expansion in today's programming strategies.

Attention is also focused on the performance of the next series. Following the conclusion of 'Yumi's Cells,' 'The Legend of the Cook' starring Park Ji-hoon is set to premiere on November 11th, with simultaneous release on TVING and tvN. While 'Yumi's Cells' was an experiment with TVING first and then split broadcasts on tvN, 'The Legend of the Cook' leans towards a simultaneous release strategy on both OTT and channel. The performance difference between the two shows could serve as a comparative indicator for the future direction of TVING original channel scheduling.

Lee So-jung, TenAsia Reporter forusojung@tenasia.co.kr