South Korean dramas, widely known as K-dramas, have been performing well in 2024, ranking high on major streaming platforms. While male viewers initially dominated the early stages of streaming platform growth with genre-centric content, the primary audience has now shifted to women and younger age groups. This trend is attributed to general TV viewers seeking content on streaming platforms.
The popular drama keyword can be summarized as ‘high-concept,’ showcasing imaginative creativity by combining seemingly unrelated ideas to create something new and innovative.
According to FlixPatrol, a streaming platform ranking site, four TV dramas are among the top 10 most-watched dramas on Netflix by domestic viewers this year as of June 28: ‘Queen of Tears’ (1st, tvN), ‘Doctor Slump’ (2nd, JTBC), ‘Captivating the King’ (6th, tvN), and ‘The Atypical Family’ (7th, JTBC).
Among these, ‘Queen of Tears’ has garnered attention for its high-concept approach. Pop culture critic Kim Heon-sik attended a recent Culture Talk by CJ ENM and stated, “The drama parodied the Cinderella story (where a woman seeks to improve her status by marrying a rich man) and reversed the roles, imagining what would happen if a man were in such a situation. Such dramas require a strong ending, and the director skillfully brought out actress Kim Ji-won’s character.”
Similarly, K-dramas have also topped the Disney Plus rankings, with ‘Flex x Cop’ (SBS) and ‘Wonderful World’ (MBC) securing first and second spots, respectively.
‘Flex x Cop,’ which tells the story of a third-generation chaebol who becomes a detective, has been praised for its unexpected success by combining elements that seemingly don’t match, such as a chaebol in a police station.
However, the popularity of so-called ‘makjang’ dramas - overly dramatic dramas with extreme and sensational plots - has declined. For instance, Kim Sun-ok’s ‘The Escape of the Seven: Resurrection’ (SBS), known for its sensational elements like abduction, murder, adultery, and betrayal, only achieved a peak rating of 4.4%. Despite its provocative plot, it failed to resonate with viewers.
Critic Kim commented, “Extreme settings make it difficult to evoke empathy. The era of forcibly engaging content is over; now, viewers choose content on streaming platforms. The initiative now lies with the viewers.”
As women in their 40s and 50s increasingly consume K-dramas on streaming platforms, the trend of featuring middle-aged actresses or relatable new faces as female leads are becoming more pronounced. Actress Kim Hye-yoon, who played the female lead Im Sol in the recently concluded tvN hit ‘Lovely Runner,’ received praise for successfully eliciting empathy from viewers with her relatable appearance.
