“Some people worry that more time spent watching OTT will mean less time watching TV. But when a show is a hit on TV, people re-watch or binge-watch it on OTT platforms. We’re also seeing a trend of people watching content recaps on YouTube and waiting for the show to air on TV. It’s a virtuous cycle of good content,” said Hong Ki-sung, the senior managing director of Media Business at CJ ENM on May. 8.
He noted that tvN’s recent successful drama series “Marry My Husband,” “Queen of Tears,” and “Lovely Runner” have attracted viewers from the 2030 generation to tvN, even if they’re not traditional TV watchers. This surge has also benefited CJ ENM’s OTT platform, TVING.
“Marry My Husband” ranked first among the top 10 programs that newly joined TVING subscribers watched from January to April this year, followed by “Transit Love 3″ and “Lovely Runner” in the third and seventh each. The OTT brand’s daily active users (DAU) also increased to 1.7 million, backed by those series.
CJ ENM’s strategy involves catering to both TV and OTT viewers, particularly targeting women in their 30s. They are paying for 2.1 streaming subscriptions every month on average. Recognizing this demographic’s high OTT subscription rate and content sensitivity, tvN emphasizes programming and marketing tailored to their preferences.
The tvN-OTT Integrated Drama Green Light Committee (GLC) plays a crucial role in selecting dramas that resonate with the core audience. The GLC ensures proper streaming platforms based on their expected potential target viewers.
For instance, dramas like webtoon-based “Marry My Husband” are chosen for TV broadcast due to their appeal to a wider age range, while others like “Pyramid Game” are streamed on the OTT platform targeting specific demographics like high school students.
Park Sang-hyuk, the head of the Channel Business, said, “By increasing the percentage of GLC participants in their 30s to over 70 percent, we aim to refine our drama selection process to align more closely with the viewing preferences of our primary audience. tvN is also using various social media platforms such as YouTube, Instagram, Facebook, and TikTok to promote drama content and encourage women in their 2030s to tune in.
