India&#39;s streaming industry, now valued at approximately $6 billion annually, is undergoing a remarkable transformation that is reshaping the nation&#39;s film and television landscape, as detailed in a comprehensive new report commissioned by Prime Video India and conducted by Singapore-based Media Partners Asia. Titled &quot;Beyond Screens &ndash; Streaming VoD&rsquo;s Impact on the Creative Economy,&quot; this report highlights the extensive implications of India&#39;s streaming boom on its content industries, economy, and international cultural influence.

<img src="https://lh7-rt.googleusercontent.com/docsz/AD_4nXdZ7lJJu_cHZ_6al-p2Cz_HvO1OuCR-3SwDEtbdQ10UW1EehgYJn0rxZek2rqbH-X6f1OMoxW8xth5Q-atk8IzqWHXPgM5Rf1UjcbCP_Sl0chIqhWMYMB0rCtkRzT_WxxDQDwrMHoHhbcJHDKLrea8ZltQ?key=L2OlyKnkMW3fK2Qw2x_ysQ" style="height:297px; width:447px" />

Source: Tech in Asia

&nbsp;

Streaming&#39;s Rise in India

The rise of Indian streaming series, such as Netflix&rsquo;s &ldquo;Heeramandi,&rdquo; Prime Video&rsquo;s &ldquo;Mirzapur,&rdquo; and Disney+ Hotstar&rsquo;s &ldquo;Bad Cop,&rdquo; is emerging as a powerful force within the entertainment sector, potentially challenging Bollywood&#39;s traditional supremacy. Notably, India has become one of the top three markets for net new subscriber additions and revenue growth for both Amazon and Netflix. However, despite this growth, the annual content investment in India stands at a relatively modest $4 per capita when compared to $80 in Japan, $120 in Korea, and $370 in the U.S., indicating vast potential for future expansion and investment.

 
Impact on Employment and Revenue

The streaming sector is set to become a significant employer in India, with projections suggesting an increase from the current 174,000 jobs to between 280,000 and 330,000 by 2028. This growth is expected to have a cascading effect on related industries, solidifying streaming as a crucial component of India&#39;s economy. During the COVID-19 pandemic, streaming services served as a lifeline for the film industry, with over 300 digital-first releases providing essential cash flow. Streaming revenues have now surpassed theater revenues for production firms, accounting for 1.5 times the net share from box office earnings.

 
Global Reach and Cultural Impact

Indian streaming content is gaining increasing international acclaim, with shows and movies being watched not only by diaspora audiences but also earning awards and securing positions on global top 10 lists. For instance, Prime Video Indian originals were consistently in the Global Top 10 for all content, including English, for 43 out of 52 weeks in 2023. Netflix India originals featured in the Global Top 10 for non-English content for 49 out of 52 weeks. This has provided Indian talent, including actors, writers, and directors, with substantial opportunities to showcase their skills on a global stage. Streaming has served as a platform for both emerging and established actors, enabling many to overcome language barriers and achieve widespread popularity.

 
&nbsp;

Empowering Women in the Industry

&nbsp;

The report also emphasizes the positive influence of streaming on gender representation in the Indian entertainment industry. The number of women on-screen has witnessed a significant increase, rising from two in 2017 to 47 in 2023. Women-led shows like &ldquo;Delhi Crime,&rdquo; &ldquo;Maharani,&rdquo; and &ldquo;Daahad&rdquo; are creating a virtuous cycle, encouraging greater female participation in creative roles. Efforts to incorporate women in technical teams are yielding results, with major OTT platforms launching initiatives to create databases of female professionals, including cinematographers, production designers, and editors. Since 2020, more than 20 web originals directed by women have been produced annually in India, marking a significant stride towards addressing industry imbalances.

&nbsp;

Despite these advancements, the report identifies several challenges, including the concentration of production in metropolitan areas, outdated facilities, and a limited pool of technical talent. To fully unlock the industry&#39;s potential, the report recommends formulating policies to establish cutting-edge production facilities throughout the country and introducing structured courses in cinema and storytelling to nurture creative talent at the grassroots level. Additionally, the report cautions about the economic impact of piracy, which could escalate from an estimated $1.5 billion in 2023 to $3.3 billion by 2028. Implementing effective anti-piracy measures could unlock substantial value by expanding the base of legal paying customers and driving revenue growth for premium online video services.

<h2><img src="https://lh7-rt.googleusercontent.com/docsz/AD_4nXcZmPPiJoUUrJXT9YO4VGUxsWrZJaw50T0IZnNTylvIwg0JfNan2xCsfF5d2Jv5VqzR_I83Af4khH7jgwiPrTccdesikHOuCaCMh9j74CFy5snTmPRuhZXYLcGEpzfgMfXMAEYV7wDhAnNyEVpPLIv8xk5n?key=L2OlyKnkMW3fK2Qw2x_ysQ" style="height:392px; width:383px" /></h2>

Source: Magnite

India&#39;s streaming sector is experiencing a revolutionary phase, with far-reaching effects on film, TV, talent, and gender representation. As the industry persists in its growth and evolution, it holds the promise of not only redefining India&#39;s entertainment landscape but also positioning the country as a prominent contributor to the global entertainment economy.

 
&nbsp;

References:

<a href="https://variety.com/2024/tv/news/india-streaming-transforming-influence-film-tv-industry-economy-1236081367/" style="text-decoration:none">https://variety.com/2024/tv/news/india-streaming-transforming-influence-film-tv-industry-economy-1236081367/</a>

<a href="https://uk.news.yahoo.com/india-6-billion-streaming-sector-020000854.html?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAMO-rExVOXHA1EuDpvrPH0gwFliuUrEZfmh3CJkUCRqS_j_6N2i3LoUlIRMv8Yko54PECqAlYnx98bEvJuwTFhkYJh8e0OF5SbS2vTz_R2S8gno0C1BwFeI8gP1QRWv7YFyfAZ7bIQEHYc0X6iuNoe5sANptiOVKb-Ycfu7S6nhT" style="text-decoration:none">https://uk.news.yahoo.com/india-6-billion-streaming-sector-020000854.html?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAMO-rExVOXHA1EuDpvrPH0gwFliuUrEZfmh3CJkUCRqS_j_6N2i3LoUlIRMv8Yko54PECqAlYnx98bEvJuwTFhkYJh8e0OF5SbS2vTz_R2S8gno0C1BwFeI8gP1QRWv7YFyfAZ7bIQEHYc0X6iuNoe5sANptiOVKb-Ycfu7S6nhT</a>

 
&nbsp;

India's Streaming Revolution: $6B Industry Reshaping Film and TV

The landscape of streaming services is on the brink of a significant transformation, with experts calling it &quot;The Great Re-Bundling.&quot; This shift involves services merging, combining, or forming alliances that pretty much reconstruct the cable &quot;bundle&quot; that consumers relied on for decades. While this strategy makes sense for studios looking to offer &quot;more robust and streamlined content,&quot; as Disney CEO Bob Iger mentioned, it raises important questions for subscribers.

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXeFmpNKJgXVKNohDXkVuMYf1KrWkSl3VnsAL8v62RKt5lqoBDXUczLLu8Os63jmCRoH1NHxVW5lP8UEeEmTzzHWiPaRGIfo5acWGBmaOm5wS7MeXh6KLi_XMHHYuxOcZHLSmHQgB2UgMyv4sYbIga1XNaE?key=mDYWgjyBW1dtvdUTjpCB9g" style="height:368px; width:656px" />

Source: LinkedIn

Subscribers are right to wonder whether these corporate maneuvers will truly benefit them. Will access to at-home viewing options become cheaper, more plentiful, and easier to navigate? Will managing multiple subscriptions become less of a chore? These are the goals, but the reality remains uncertain.

<h2>Recent Developments in Streaming</h2>

Recent reports indicate that Paramount, prior to its merger with Skydance, is exploring the idea of combining its Paramount+ service with another platform. Max, the HBO-centered provider from Warner Bros. Discovery, has been mentioned as a potential partner. This move would follow other notable industry developments:

<ul>
	<li style="list-style-type:disc">The February announcement of Venu Sports, a joint sports offering from Disney&rsquo;s ESPN, Fox, and Warner Bros.</li>
	<li style="list-style-type:disc">Disney&#39;s intra-studio effort to create a mega-service for subscribers who sign up for its trio of services: Disney+, Hulu, and ESPN+.</li>
	<li style="list-style-type:disc">Disney&#39;s collaboration with Warner Bros. on a bundle that includes Disney+, Max, and Hulu.</li>
</ul>

For companies, the advantages of these mergers and collaborations lie in their ability to compete with streaming giants like Netflix and tech behemoths such as Amazon and Apple. The primary objective is to reduce churn&mdash;preventing subscribers from signing up, canceling, and then signing up again.

<h2>The Old Cable Bundle vs. New Streaming Models</h2>

Despite the criticism of cable, notably that consumers paid for channels they never watched, the one-stop-shopping approach of cable bundles eliminated some of the challenges now facing streaming services. The traditional bundle supported a wide range of choices by spreading revenue across numerous channels, making them affordable and available to diverse audiences.

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXf4E6MLD2hC0RYQF6jzw3iSoFVCUgYu8smI6_BGR12hOrLa8aUD9efvvoegufCvjlbCTjy35S1i8hPIgDhwhgnyfvFt8bO9ehSExXkV3cd-gr9eFdWXRV3gkPs1ne4PJ2CFqhFn2sh2C_-6cqaifmkpu65b?key=mDYWgjyBW1dtvdUTjpCB9g" style="height:368px; width:613px" />

Source: Cable TV

The dream of an a la carte system, where you only pay for what you watch, has proven difficult to find. There&#39;s no current model where this system doesn&#39;t become prohibitively expensive for many consumers. The shift away from cable has disrupted the industry&#39;s economics, posing challenges for companies in producing and presenting desirable content.

&nbsp;

<h2>The Risks of Re-Bundling</h2>

Re-bundling streaming services to resemble the old cable model brings its own risks and uncertainties. The analogy to newspapers, which once delivered a physical bundle before the digital age upended their business model, is fitting. The promises of executives like Iger, who hailed Venu as &quot;a major win for sports fans,&quot; may hold true. In theory, consumers could benefit from reduced &quot;annoyance and decision-making&quot; associated with managing multiple streaming services. However, the implementation of these structural changes in entertainment distribution may come with significant problems that will be revealed to us in the future.

<h2><img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXcd2nxZTy1tucEWG7e5DeDQ9JgkN38Pt1Vz9u9qs3qwf03Jmtu1lCB0esFIU0f_5-MQ1hTMOHtqD1e7CfqAGvDbiRwv_VJ57c0XfrnahcuhjjOmEgLmZbUg29mwlCn_LwEErnzfGjh3KIBoJfxRr2V3Ad9a?key=mDYWgjyBW1dtvdUTjpCB9g" style="height:411px; width:687px" /></h2>

Source: NBC News

As streaming services undergo The Great Re-Bundling, subscribers and industry watchers alike must navigate this evolving landscape with cautious optimism. The potential benefits are clear, but so are the challenges and uncertainties. In the end, the success of these changes will depend on how well they balance the interests of both consumers and content providers in this new era of digital entertainment.

&nbsp;

References:

<a href="https://edition.cnn.com/2024/07/08/entertainment/streaming-great-rebundling-disney-warner-bros/index.html https://recurly.com/blog/subscriptions-weekly-07-07/">https://edition.cnn.com/2024/07/08/entertainment/streaming-great-rebundling-disney-warner-bros/index.html</a> 
<a href="https://edition.cnn.com/2024/07/08/entertainment/streaming-great-rebundling-disney-warner-bros/index.html https://recurly.com/blog/subscriptions-weekly-07-07/">https://recurly.com/blog/subscriptions-weekly-07-07/</a>

&nbsp;

The Great Re-Bundling: What It Means for Streaming and Subscribers

K-dramas captivate global audiences with their unique magic. Whether it&#39;s the romance of &quot;What&rsquo;s Wrong with Secretary Kim?,&quot; the action of &quot;My Name,&quot; or the heartwarming &quot;Hospital Playlist,&quot; their appeal is undeniable. What makes them so irresistible? Let&#39;s explore the reasons behind their soaring popularity.

Immersive Storytelling and Genre Variety

K-dramas fully commit to their storytelling across genres, creating rich, multifaceted narratives. For example, &quot;Goblin&quot; blends romance, fantasy, and humor seamlessly, while &quot;Hotel Del Luna&quot; offers intricate storylines and deep character backstories.

Strong Character Focus

K-dramas excel in creating relatable, well-rounded characters, making viewers emotionally invested. &quot;It&#39;s Okay to Not Be Okay&quot; explores nuanced personalities and mental health, while &quot;Descendants of the Sun&quot; balances romance with action, appealing to a wide audience.

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXdPyqVDLdS-PTQL440tdGzWjLxCr7BQrWcxgr0j-5H714RtuoB9MSoAdMYAcBP4IAsKsQJvsoWNntiaxgbhAo5Nq8YKPlVpaeNVDc2wMkpSZyqqrXSrjtsjGLS4mJygpNgEylDb53Vf3hRkzSxXEfKM-uIy?key=whEcp4LomG6asSHcOCPKkQ" style="height:339px; width:602px" />

Kim Soo-hyun and Seo Ye-ji It&rsquo;s okay not to be okay

High Production Quality and Talented Cast

K-dramas have significantly improved in production quality, boosting their global appeal. Meticulous cinematography, set design, and special effects enhance the shows&#39; realism and aesthetic. For example, &quot;Moving&quot; features cinematic visuals and an intricate plot, demonstrating how high production values can elevate a drama. Additionally, talented actors like Lee Do-hyun and Song Hye-kyo in &quot;The Glory&quot; and Jung Hae-in and Koo Kyo-hwan in &ldquo;D.P.&rdquo; deliver compelling performances that resonate with audiences and contribute to a show&#39;s success.

Emotional Resonance

K-dramas excel in creating emotional depth by indulging in lingering moments, allowing characters and viewers to fully process and feel the impact. In &quot;Crash Landing on You,&quot; the tender exchanges between Ri Jeong-hyeok (Hyun Bin) and Yoon Se-ri (Son Ye-jin) amplify the romantic tension. Similarly, the harrowing scenes in &quot;Squid Game,&quot; especially in Episode 6, &quot;Gganbu,&quot; let the weight of each tragedy sink in deeply. This technique enhances the emotional experience and showcases the actors&#39; abilities to convey profound feelings, making the viewing experience even more compelling.**High Production Quality and Talented Cast**

Cultural Appeal

K-dramas provide a rich portrayal of Korean culture, traditions, and societal values. Historical dramas like &quot;Mr. Sunshine&quot; and &quot;The Red Sleeve&quot; transport viewers to the Joseon Dynasty, while modern series such as &quot;Sky Castle&quot; and &quot;Law School&quot; address contemporary issues like education pressures and societal expectations. Dramas like &quot;True Beauty&quot; and &quot;My ID is Gangnam Beauty&quot; explore beauty standards and self-acceptance, resonating with global audiences facing similar challenges. Workplace dramas such as &quot;Misaeng&quot; and &quot;My Liberation Notes&quot; reflect universal themes of ambition and ethical dilemmas. Through these narratives, K-dramas celebrate Korean culture and explore themes that engage diverse audiences worldwide.

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXepDoaZ6OSi84Cz805Jhn56icpbPxp-SbzB77ke5GUapZRfkPDc33YrdmHYwt72EC_6vtlg9k1C1QWrBpky479X1tUA3oUcyQw9d1eETgsqM8IP_QMfq8jU6aQS7rgJrhsA4Gm7DdLJb27x3HOQIG9YD9Hz?key=whEcp4LomG6asSHcOCPKkQ" style="height:400.65987691719016; width:602px" />

Lee Junho and Lee Se-young in the Red Sleeve

&nbsp;

Conclusion

K-dramas have made a significant impact on the global entertainment industry with their compelling storytelling, strong character focus, emotional depth, high production values, and cultural appeal. By seamlessly blending drama, romance, and intrigue, they captivate viewers with unforgettable, resonant moments. Their unique combination of elements delivers a distinctive viewing experience that stands apart from other genres.

&nbsp;

References:

<a href="https://news.stanford.edu/stories/2021/11/secret-k-pop-k-drama-success" style="text-decoration:none">https://news.stanford.edu/stories/2021/11/secret-k-pop-k-drama-success</a>

<a href="https://www.aljazeera.com/features/2023/5/23/will-the-korean-drama-wave-rise-higher" style="text-decoration:none">https://www.aljazeera.com/features/2023/5/23/will-the-korean-drama-wave-rise-higher</a>&nbsp;

<a href="https://www.polygon.com/entertainment/23964539/k-drama-history-american-korean-popularity-success-hallyu" style="text-decoration:none">https://www.polygon.com/entertainment/23964539/k-drama-history-american-korean-popularity-success-hallyu</a>

<a href="https://www.yahoo.com/entertainment/doona-netflix-k-drama-genre-growing-popularity-144857433.html" style="text-decoration:none">https://www.yahoo.com/entertainment/doona-netflix-k-drama-genre-growing-popularity-144857433.html</a>

<a href="https://movieweb.com/exploring-the-korean-drama/" style="text-decoration:none">https://movieweb.com/exploring-the-korean-drama/</a>

<a href="https://www.scmp.com/lifestyle/k-pop/k-drama/article/3130754/korean-drama-genres-stretch-horror-action-thrillers-and" style="text-decoration:none">https://www.scmp.com/lifestyle/k-pop/k-drama/article/3130754/korean-drama-genres-stretch-horror-action-thrillers-and</a>

<a href="https://repository.library.georgetown.edu/bitstream/handle/10822/1054912/Hartzell_georgetown_0076M_14317.pdf?sequence=1&amp;isAllowed=y" style="text-decoration:none">https://repository.library.georgetown.edu/bitstream/handle/10822/1054912/Hartzell_georgetown_0076M_14317.pdf?sequence=1&amp;isAllowed=y</a>

<a href="https://www.bbc.com/news/entertainment-arts-58896247" style="text-decoration:none">https://www.bbc.com/news/entertainment-arts-58896247</a>&nbsp;

&nbsp;

The Phenomenal Popularity of K-Dramas: Their Secrets to Success

<h4>The Decline of Traditional Studios</h4>

The 2023 Hollywood strikes marked a pivotal moment in this transformation. According to the Otis College Report on the Creative Economy, Los Angeles&#39; share of national Film and TV employment dropped to 27% during the strikes, a decline from 35% the previous year. This shift shows us a broader trend: the traditional entertainment sectors are losing ground. In 2013, film and TV, along with sound, print media, and broadcasting, comprised 64% of LA&#39;s entertainment industry. By 2024, this figure had fallen to 52%.

However, while traditional roles are declining, new sectors are growing. Employment in software publishing, media streaming, performing arts, spectator sports, and independent artists has increased by 53%, adding 28,000 jobs from 2013 to 2024. The rise of these new sectors is not just about quantity but also about quality. The workforce is becoming more specialized and educated. The share of college-educated workers in the entertainment industry increased from 46% in 2000 to 68% in 2022.&nbsp;

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXeVFRAs-Z5sAAdMlhe51TE4a6y42SI2GFocwq6nc6voHHVseN-5yfDZBLT5xz8jFpWXovhezJgtHAM5B39XNOOArRckwRaQEV1Q1Ve4C-_s1Cl5Ls_qfVdfIsmbyxT_L3tVAzuosL3KXt8RFc-qQHfU6Ge8?key=Gy4ogTBUx4v7UQ14TbXR5w" style="height:342px; width:602px" />

Source: Quora

<h4>Shifts in Workforce Composition</h4>

The composition of Hollywood&#39;s workforce is also shifting. Creatives (directors, writers, etc.) and managers (executives, lawyers) made up 66% of LA&#39;s entertainment workforce in 2022, up from 59% in 2013. During the same time period, the percentage of professionals, such as financial analysts and programmers, climbed from 10% to 13%.This shift to a more white-collar workforce is reflected in changes in the types of degrees held by industry professionals. Degrees in general business, business management, and cinema and photographic arts grew significantly, whereas degrees in drama, theater arts, and English decreased.

&nbsp;

<h4>The Impact of Online Content Creation</h4>

Online content creation is at the center of this transformation. Platforms such as YouTube, TikTok, and various streaming services have made content creation more accessible to a wider audience, enabling independent artists and smaller production businesses to succeed. This trend is visible in the substantial expansion of the Internet publishing and streaming business, which increased by 31% between 2013 and 2024. The rapid growth of online content has led to a new form of celebrity: the influencer. Independent artists, writers, and performers, many of whom serve as influencers, constitute a growing section of the entertainment industry. This trend represents a shift away from centralized studio control and toward more decentralized, individual-focused content production.

&nbsp;

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXeO9VpsK5Eh3RZNH1UBZpegC75ElB23j0bt-vyW_AM-CGZvw_i02inTT94kzEGFuoS31eCmZjg059lJZlnt03tW22QBNQbyY8TVgwTI5NMsB4JO7RvLQcFn-DFVmtGFzZP90qb19H7iN5oXUXC_4wnIgcI3?key=Gy4ogTBUx4v7UQ14TbXR5w" style="height:324px; width:575px" />

Source: The Hollywood Reporter

&nbsp;

Hollywood&#39;s transformation is more than a shift in employment figures; it&#39;s a fundamental change in how content is created, distributed, and consumed. The decline of traditional film and TV studios, coupled with the rise of online content creation and live events, is reshaping the industry. As Dr. Patrick Adler from Westwood Economics and Planning Associates summarized, &quot;What it means to work in Hollywood is starkly different today than even ten years ago.&quot;&nbsp;

&nbsp;

Reference: 
 
<a href="https://deadline.com/2024/05/entertainment-industry-changes-study-film-amp-tv-employment-strikes-1235943111/" style="text-decoration:none">https://deadline.com/2024/05/entertainment-industry-changes-study-film-amp-tv-employment-strikes-1235943111/</a>

<a href="https://www.hollywoodreporter.com/business/business-news/hollywoods-workers-increasingly-white-collar-college-educated-1235911266/" style="text-decoration:none">https://www.hollywoodreporter.com/business/business-news/hollywoods-workers-increasingly-white-collar-college-educated-1235911266/</a>

<a href="https://www.yahoo.com/entertainment/entertainment-industry-undergoing-once-generation-140000852.html" style="text-decoration:none">https://www.yahoo.com/entertainment/entertainment-industry-undergoing-once-generation-140000852.html</a>

&nbsp;

The Evolution of Hollywood: From Studios to Online Content and Tech

The streaming wars continue to be a battleground of fierce competition, shifting strategies, and evolving content landscapes. This year, Vulture surveyed 29 industry insiders&mdash;critics, executives, agents, producers, and analysts&mdash;and the results revealed some surprising shifts and familiar trends.&nbsp;

<h3>&nbsp;</h3>

<h3>The Top Contenders</h3>

Netflix

Netflix is back, reclaiming the top spot with an impressive 37 million new subscribers over the past year, bringing its global total to nearly 270 million. Dominating the viewing charts, Netflix&rsquo;s strategy of combining hit shows like Baby Reindeer and Avatar: The Last Airbender with popular reruns has paid off. Financially, Netflix is thriving, posting over $2 billion in profits last quarter, making it the only streamer performing financially well.&nbsp;

The industry&rsquo;s sentiment towards Netflix is one of respect mixed with a bit of fear. However, its vast subscriber base and consistent content output have solidified its position at the top, with many industry insiders predicting that Netflix will continue to dominate for years to come.

Disney+ and Hulu

Combining the strengths of Disney+ and Hulu into one platform has proven to be a winning move. Critics particularly praised FX&rsquo;s contributions, such as The Bear and Shōgun, which have added a layer of sophistication to Disney&rsquo;s offerings. Despite a relatively quiet year for Marvel and Star Wars content, the integration has made Disney+/Hulu a robust competitor, ranking second overall.

<h3>Middle of the Pack</h3>

Max

Max, formerly known as HBO Max, has seen a significant tumble, dropping to third place. While still home to highly regarded content like True Detective and Hacks, Max has faced criticism for management missteps and a clunky user interface. The loss of key shows like Succession and Barry has also hurt its standing. Nevertheless, with upcoming releases such as House of the Dragon season two and The Penguin, Max remains a critical player in the streaming space.

Prime Video

Amazon&rsquo;s Prime Video has had a strong year, moving up two spots to fourth place. With hits like Fallout and Reacher, and the inclusion of Thursday Night Football, Prime Video has steadily built a diverse and appealing content library. The introduction of ads has been controversial but could potentially bring in significant revenue.&nbsp;

Apple TV+

Apple TV+ continues to produce high-quality content, earning it a respectable fifth place. Shows like Severance and Ted Lasso have garnered critical acclaim, and the platform is poised for multiple Emmy nominations. However, Apple&rsquo;s marketing efforts have been uninspiring, and the rapid release of new content can be overwhelming for audiences.&nbsp;

<h3>Struggling to Keep Up</h3>

Peacock

Peacock has dropped to sixth place, unable to capitalize on its initial momentum. While shows like The Traitors have found success, much of its traffic comes from next-day NBC programming and sports content. The future integration of Paramount+ content might change the bad results, but for now, Peacock remains behind the leaders.

Paramount+

Once again, Paramount+ finds itself at the bottom of the rankings. Despite housing strong IPs and successful shows like Frasier and Ghosts, Paramount+ struggles. The delayed integration of Showtime into the platform and internal challenges have hindered its progress. Without significant changes, this could be the last year Paramount+ appears in the rankings.

&nbsp;

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXc_gaiQcEOm6M1Muub0Xt3eEFagk7B-nhR7j1yBkotVE35lJzHU0fWOT-7LomSCFsn2P8bFYLfSzzEwmWtBoROpZHLBqBuFprSHzYPW6mJ-8C5XTrgWpmiFruJXJNQLu0SJIq7S34hCiDqAMabhvrMuG-I?key=CpgwdW8eCKtP-O198sS62A" style="height:337px; width:675px" />

Source: Collider

The 2024 streaming landscape is a challenging environment where giants like Netflix and Disney+/Hulu dominate, while others like Paramount+ fight for survival. As strategies evolve and new content emerges, the rankings are sure to shift, reflecting the ever-changing tastes and preferences of audiences worldwide. One thing is clear: the streaming wars are far from over.

 
&nbsp;

Reference

<a href="https://www.vulture.com/article/streaming-service-rankings-2024.html" style="text-decoration:none">https://www.vulture.com/article/streaming-service-rankings-2024.html</a>

https://www.degonline.org/the-2024-streaming-power-rankings-vulture/

&nbsp;

The 2024 Streaming Power Rankings: Who’s Dominating and Who’s on the Edge?

KKN di Desa Penari

How to Make Millions Before Grandma Dies

While Hollywood deals with production delays and strikes, Southeast Asia&#39;s film industry is witnessing a resurgence. Locally produced films are catching audiences&#39; hearts and breaking box office records in countries such as Thailand and Indonesia, welcoming a golden age of regional filmmaking.

<img src="https://lh7-rt.googleusercontent.com/docsz/AD_4nXehnsVaEjuckKwCpo-v9rneUrb2Oaf-8K8Onh13GMVzWXYAY6yZOUN2d0BAw9fekq_lYcptX3WYUv5zxDj8q8MsfXLrKXwkaCipTpduuSPRuVjNze62PjZSvNPlnfvKkULCQJ1s5mo_NUDrE6LNdw?key=nfW3T6L8Hjyom_vB5yd0-A" style="height:414px; width:621px" />

(Source: IMDB)

<h2>Emotional Masterpieces</h2>

Thailand&#39;s latest blockbuster, &quot;How to Make Millions Before Grandma Dies,&quot; has been an emotional hit across Southeast Asia. The film, which tells the story of a university dropout caring for his terminally ill grandmother in hopes of inheriting her house, has grossed 334 million Thai baht ($9.1 million) at the Thai box office. It has also become the most successful Thai film in Malaysia, Singapore, and Indonesia. Social media is flooded with videos of audiences throwing packs of tissues in cinemas and tearful TikToks of friends leaving theaters in emotional distress.&nbsp;

<h2>Local Films Filling the Void</h2>

The success of &quot;How to Make Millions Before Grandma Dies&quot; is not an isolated incident. Southeast Asia&#39;s film industry has been thriving, filling the void left by Hollywood&#39;s production delays. Rance Pow of Artisan Gateway, a film consultancy, noted that local and regional films have seen a period of growth, often with record-breaking results.

In Indonesia, the horror film &quot;KKN di Desa Penari&quot; (KKN in Dancer&rsquo;s Village) sold over 10 million tickets in 2022, becoming the highest-grossing locally made film. Similarly, the Vietnamese romance &quot;Mai,&quot; released in February, has become the highest-grossing Vietnamese-produced film both domestically and internationally.

<h2>Cinematic Expansion in Southeast Asia</h2>

While cinemas are closing in the United States, Southeast Asia is witnessing a boom in its cinema infrastructure. Indonesia&#39;s largest cinema chain, Cinema XXI, listed on the Indonesian stock exchange last year, and new cinemas are opening in Thailand.

<img src="https://lh7-rt.googleusercontent.com/docsz/AD_4nXeuG1CwhU-8Fxd_YoTuK5A5QQEbrUo5rGctbBoQqsOkZ09mk-HHQulAHPZKkPu4t71TY23DRZPYVS_AakyqsE-eOA6w7VUbPVnRfuXFobrKLjRAL9wJWj75wQxs-TfMVCsRw8aUJknqLKm0emH_?key=nfW3T6L8Hjyom_vB5yd0-A" style="height:424px; width:637px" />

Source: VOI

Dr. Unaloam Chanrungmaneekul, an associate professor at Sukhothai Thammathirat Open University, attributes the success of Thai films to their rootedness in local culture and their exploration of contemporary social issues. These films often blend comedy, fantasy, and social realism, challenging cultural norms and resonating deeply with audiences.

&quot;How to Make Millions Before Grandma Dies&quot; delves into the dynamics of a Thai Chinese family, addressing themes like the unequal treatment of sons and daughters, the generational gap, and the fading away of traditions. This cultural authenticity has contributed to its widespread success in countries with significant Chinese populations.

Waritsara Panacharoensawad, a film reviewer known as Aquabbiew, shared her emotional response to the movie online. She connected the film&#39;s themes to her personal experiences and appreciated its nostalgic settings. &quot;The movie is like a middleman, to talk between the young generation and the old generation,&quot; she said, highlighting its role in bridging generations. The film also reflects social issues in Thailand, such as the state of medical welfare. A scene depicting relatives placing their shoes in a long line to mark their place in a hospital queue struck a chord with many viewers.

<h2>A Bright Future for Thai Cinema</h2>

Narute Jiensnong, the chief marketing officer at Major Cineplex Group, Thailand&#39;s largest cinema chain, emphasized the growing importance of local films to the Thai cinema sector. Before the pandemic, Thai movies accounted for 20-35% of the market share. In 2023, this soared to over 60%, and between January and June 2024, it stood at 69%. This dramatic increase is primarily due to the success of blockbuster hits.

Despite the cinema sector not yet fully recovering to pre-pandemic levels, it is on a positive trajectory. Major Cineplex plans to open 15 new branches by the end of next year. Dr. Unaloam noted that government support for filmmakers, including initiatives to help them compete for international awards, is a welcome development. However, more details are needed to sustain this success.

Waritsara believes there is a strong appetite for cinema among the Thai public. &quot;It&#39;s another experience &ndash; in a horror movie with a jump scare ... Or with the action, it has a big screen with sound effects,&quot; she said. The shared experience of watching films in cinemas, whether to scream or cry together, remains a powerful draw for audiences.

<h2><img src="https://lh7-rt.googleusercontent.com/docsz/AD_4nXe7HUQ1kbd-_9htF35Ya9yaXznSTiEGymAbVmuSpLsQAC3f2YAYaqZZY4pBc3AbQHrColw12hHAQXH949osnCZAIWniJjNWK7q3e1558r1ZBYM1Wx85DDIR8WgCbY-zVktCQK05O90yo2CtHo2Ucw?key=nfW3T6L8Hjyom_vB5yd0-A" style="height:333px; width:592px" /></h2>

Source: The Hollywood Reporter

Southeast Asian cinema is experiencing a golden age, with local films breaking box office records and engaging well with audiences. As Hollywood faces challenges, the region&#39;s film sector is positioned to continue growing, presenting culturally rich and socially important stories that fascinate audiences.

 
References:

<a href="https://www.theguardian.com/film/article/2024/jul/06/golden-age-for-south-east-asian-cinema-as-local-films-break-box-office-records" style="text-decoration:none">https://www.theguardian.com/film/article/2024/jul/06/golden-age-for-south-east-asian-cinema-as-local-films-break-box-office-records</a>

<a href="https://m.imdb.com/news/ni64684605/?ref_=tt_nwr_1" style="text-decoration:none">https://m.imdb.com/news/ni64684605/?ref_=tt_nwr_1</a>

<a href="https://www.japantimes.co.jp/business/2023/09/21/southeast-asia-cinema-growth/" style="text-decoration:none">https://www.japantimes.co.jp/business/2023/09/21/southeast-asia-cinema-growth/</a>

<a href="https://www.hollywoodreporter.com/lists/markets-leading-expansion-southeast-asian-cinema-1211133/" style="text-decoration:none">https://www.hollywoodreporter.com/lists/markets-leading-expansion-southeast-asian-cinema-1211133/</a>

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Golden Age for Southeast Asian Cinema

The ascent of K-dramas in the U.S., exemplified by shows like Squid Game, Nevertheless, and All of Us Are Dead, has led to a sustained upsurge in the popularity of Korean TV series. While many are drawn to K-dramas for their one-of-a-kind and captivating storylines and seamless fusion of comedy, a more in-depth exploration of the factors that truly make them fascinating is warranted.

What Fuels Their Fascination? 
Renowned for their captivating narratives, K-dramas blend comedy, drama, suspense, and romance within a set number of episodes, creating well-structured storylines. Series like &ldquo;Crash Landing on You&rdquo; and &ldquo;Goblin&rdquo; stand out with their stunning visuals, rivaling Western productions. These dramas showcase Korean culture, attracting international viewers with traditional rituals and social norms, as seen in &ldquo;Reply 1988.&rdquo; Shows like &ldquo;It&rsquo;s Okay to Not Be Okay&rdquo; feature profound character development, forging strong emotional bonds with the audience. Talented actors like Hyun Bin and Kim Soo-hyun enhance the experience with their skill at conveying complex emotions. K-dramas influence global fashion and beauty trends, and their soundtracks, often featuring K-pop artists, top music charts worldwide. Streaming services like Netflix have made K-dramas more accessible, leading to global hits like &ldquo;Squid Game&rdquo; and &ldquo;Kingdom.&rdquo; An active international fan base sustains and spreads their popularity, ensuring ongoing global appeal.

Recent Notable Trending Kdramas in the U.S.

Forbes, a leading U.S. business magazine, lauded the TVing original series &quot;The Day of the Bad Luck&quot; as &quot;the best thriller of 2024.&quot; Written by Kim Min-sung and Song Han-na and directed by Pilgam-sung, the series centers on Oh Taek, an ordinary taxi driver who finds himself in a nightmarish situation after realizing his passenger is a serial killer. Released in 27 countries, including the U.S., Canada, and the U.K. via Paramount+ in February, it received praise as a &quot;well-made thriller.&quot; Forbes commended the series for its remarkable storytelling, plot twists, and intricate characters, distinguishing it from typical slasher thrillers. The performances of Lee Seong-min and Yoo Yeon-seok, who portrays the serial killer, were specifically praised for their vivid and gripping portrayals. Forbes highlighted the show&#39;s tense narrative and immersive quality, as well as its effective use of K-drama elements that emphasize the importance of family. Furthermore, &quot;The Day of the Bad Luck&quot; was featured at MIPTV, one of the world&#39;s largest content markets, underscoring its international success and appeal.

&quot;Lovely Runner&quot; stands out in K-dramas by blending time-travel romance with emotional depth. It follows Im Sol, a wheelchair-bound film enthusiast who travels back to 2008 to change the fate of her idol, K-pop star Ryu Sun-jae. The series mixes romance, nostalgia, and a murder subplot, exploring themes of love, self-discovery, and familial bonds. Broadcast on Viki, it highlights the role of international streaming services in promoting non-mainstream content. Despite initial challenges, &quot;Lovely Runner&quot; has become a cultural phenomenon in 2024, captivating diverse audiences worldwide with its unique storytelling.

 
<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXe6A2BrRmGRSrvr-1oRihi5tgBSToeDGzCS3QtK-2u6I50d0W6hqVkQZjyvwSmIbnI-ygObqU4KvdtsLsb_4OtXOtTy0VMFdyUZTU9bWyxjLzrmxmRAI0a8KC5ktzZUftwX6KhGd4M59PUTcutRbSzcywdq?key=2cVfwVsBRvwNlPNWTNopjQ" style="height:314px; width:472px" />

Source: IMDb

&nbsp;

References:

<a href="https://eastwestdiaries.com/k-dramas-rising-popularity-reasons-behind/" style="text-decoration:none">https://eastwestdiaries.com/k-dramas-rising-popularity-reasons-behind/</a>&nbsp;

<a href="https://www.mk.co.kr/en/broadcasting-service/11027174" style="text-decoration:none">https://www.mk.co.kr/en/broadcasting-service/11027174</a>

<a href="https://time.com/6983798/lovely-runner-ending-explained/" style="text-decoration:none">https://time.com/6983798/lovely-runner-ending-explained/</a>&nbsp;

&nbsp;

What Makes Kdramas So Trendy in the U.S. Right Now?

Blintn has released the Q2 2024 Content Trend Report covering key insights from Eight countries including the United States, United Kingdom, South Korea, Japan, China (Mainland and Taiwan), India, Vietnam, and Brazil.

&nbsp;

The data gathered from its content database search insight reveals that: Based on content genre consumption in the researched country, drama, action, and fantasy are the three most popular genres. In the realm of Webtoon and Webnovel, fantasy, adventure, romance, and action have shown strong performance. These platforms are increasingly influencing the creation of dramas and films, while the popularity of adapted dramas and films further stimulates the consumption of the original Webtoon and Webnovel.

&nbsp;

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXdDl3vNyWMkA_xrmsAXVCICOSOMlu2iKGJmzeoVga6J2flMiqq8Va93izOwfEDC44FGhGBZeRScSuvwy8rUtpWnL7WCCLUxb26cAPrNOqeUqrwa9qVikR9Mfa0i3zZDNwwv3P6AVWNvMnKkkax5fSWZSqqI?key=TslMJ8_vgSTsfVegFcJrtA" style="height:297px; width:544px" />

Source: Blintn Q2 2024 Content Trend Report

 
&nbsp;

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXeU8swsUqh-lyIz0UJRAdHFLv0kT4onJSDazA36xcvnfjzDUD46Iiqvix8Th_ZXtq5yKEm9EwzxAOjNR4gwdS2IYeVWIc0awoG37BpgEJEpals4D7YgGze7gQCeS7p1ShAxKhfS1i4s-MPjC5Dg2lSBa4pj?key=TslMJ8_vgSTsfVegFcJrtA" style="height:303px; width:541px" />

Source: Blintn Q2 2024 Content Trend Report

&nbsp;

1. Film: Adventure and Comedy Genre Supreme, Franchise Dominance

&nbsp;

In Q2 2024, Adventure and Comedy genres were particularly popular, each accounting for 19.4% and 16.7% of total consumption, respectively. Meanwhile, Action and Sci-Fi followed with 11.1%. Franchise Films Dominate Well-known franchises like &quot;Dune: Part Two,&quot; &quot;Kung Fu Panda 4,&quot; and &quot;Godzilla x Kong: The New Empire&quot; continue to draw large audiences, captivating viewers with their epic storytelling and beloved characters. Nostalgia and Reboots: The success of films like &quot;Ghostbusters: Frozen Empire&quot; and &quot;Kingdom of the Planet of the Apes&quot; underscores the enduring appeal of nostalgic and rebooted content, attracting both new and longtime fans.

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2. TV Series: Drama Reigns, Action-Adventure TV Series Captivate Audiences

In Q2 2024, Drama continues to dominate the top charts, comprising 19.4% of the content genre share. Action and adventure follow closely, accounting for 11.1%. Notably, the only romance genre entry in the Top 10 is Netflix&rsquo;s &ldquo;Queen of Tears. &rdquo;AMC&#39;s &ldquo;The Walking Dead: The Ones Who Live&rdquo; also ranks in the Top 10, largely due to its established fanbase. While the content genre landscape shows a tendency towards diversity, audiences still favor genres that stimulate excitement, such as action, adventure, and thrillers.

 
&nbsp;

3. Webtoon/Webnovel: Action and Fantasy Lead

In Q2 2024, the global Webtoon and webnovel landscape will showcase a diverse range of popular genres, with action leading the way at 19.2%, closely followed by fantasy at 15.4%, and comedy and Romance both holding steady at 11.5%.&nbsp;The continued dominance of &quot;Solo Leveling&quot; in the top spot from the previous quarter emphasizes the stronghold of Korean Webnovel in the market. Additionally, the entry of the Chinese Webnovel &quot;World of Cultivation&quot; into the Top 10 further highlights the growing global appeal and influence of webnovel from different regions.

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Q2 2024 Content Trend Report (Blintn Exclusive)

This week marks the debut of Lee Jung-jae&#39;s role as Jedi Master Sol in Disney+&#39;s The Acolyte, set 100 years before the first Star Wars movie. His role is the first Korean character in the Star Wars universe and highlights a broader trend of Korean stars making their mark in Hollywood. Recent appearances have seen Park Seo-joon and Ma Dong-seok (Don Lee) joining the Marvel Cinematic Universe, Blackpink&rsquo;s Jennie Kim making an appearance in HBO&#39;s The Idol, Lee Min-ho featuring in Apple TV+&#39;s Pachinko, and recent upcoming co-productions like Butterfly and 35th Street, the emergence of Korean talent in Hollywood shows no signs of slowing down.

&nbsp;

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXdpCwCEQwR3438XGsPpOUjp7MQ8Yx9YFOrYyaHA314GpBNa8P6xkEaO5SRU9_XmLhkImRTZkruFW5dgbbHV5M_64YaZKIrtc4EspBb33eKR-MMcPmwpu_pJPSXHE7NhJA3kY36HRYa80uOvTlFjUqI9rPiW?key=fsZXT5cQPAc91Kh8lx7jnw" style="height:341px; width:602px" />

Blackpink&rsquo;s Jennie in Thethe Idol (2023), Park Seo-joon in Captain Marvel (2023), Ma Dong-seok in the Marvels (2023), Lee Jung-jae in The Acolyte (2024), Park Hae-soo in the upcoming Butterfly series, Lee Min-ho in Pachinko (2022)

&nbsp;

The rising success of Korean content in the US market

&nbsp;

The Korean entertainment industry has become a global phenomenon, captivating audiences worldwide with its unique storytelling and high production values. From the massive success of Squid Game and Queen of Tears to films like Train to Busan and the Oscar-winning masterpiece Parasite, Korean content has left an indelible mark on viewers. Netflix, in particular, has capitalised on this wave of popularity, recently announcing a $2.5 billion investment in Korean content over the next four years. Korean shows accounted for 9% of non-English content streamed on Netflix in the second half of 2023, according to the &quot;What We Watched: A Netflix Engagement Report&rdquo;. This investment is driving more Korean talent to be given a platform, highlighted with Korean actors such as NS Yoon-G starring in Lift and several other actors including Kim Young-ah, Shin Do-hyun, Lee Sang-hee and Teo Yoo appearing in the second season of The Recruit.

&nbsp;

Pioneers and Emerging Stars

Before this more recent wave, several Korean actors already made notable strides in Hollywood. In 2015, Bae Doona and Son Suk-ku were already featured in Netflix&#39;sNetflix original Sense8 and both of them have been popping up in Netflix&#39;s works. Bae Doona, starring in Netflix originals Silent Sea, Rebel Moon, Kingdom and Persona was even jokingly called &rdquo;Netflix&rsquo;s Daughter&rdquo; in an interview. Meanwhile, Son Suk-ku featured in Korean productions A killer paradox, DP, My liberation Notes, Designated survivor 60 days). Other Korean stars that have made a name for themselves in Hollywood include Claudia Kim who starred as Nagini in the Fantastic Beast series, Avengers: Age of Ultron, The Dark Tower and Marco Polo;&nbsp; Lee Byung-hun who featured in blockbuster films like G.I. Joe: The Rise of Cobra, Terminator Genisys, and The Magnificent Seven; Jun Ji-hyun, also known as Gianna Jun, appearing in Blood: The Last Vampire and Snow Flower and the Secret Fan. Song Kang Ho, patriarch of the Kim family in Parasite moreover worked together with Bong Joon Ho in the critically acclaimed Snowpiercer, a 2013 movie with big Hollywood actors like Chris Evans.

&nbsp;

<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXffqQqgMxdeoNYB0B0I2f1P4jXeD7lV58VIoSa85F_4aDMDZQmiA7A9tX6mJvHZoc-DycUBLh60Hc7opTnXaKLkoBtuI_8wlSpKT2UDFsj9SLs28NVwG2U7yPBzvjbXLcbY9Y9_-4aZMA2FOP505oFPhHpy?key=fsZXT5cQPAc91Kh8lx7jnw" style="height:339px; width:602px" />

Bae Doona and Son Suk-ku in Sense8 (2015)

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Korean American shifts

&nbsp;

Interestingly, Korean American actors have also seen a shift in the industry. Daniel Henney, one of the first Korean actors to work in Hollywood, said in a JBTC airing of &ldquo;Actors Meeting&rdquo; that he used to struggle auditioning for roles in Hollywood, mentioning that his early roles were often secondary to Caucasian actors, involving martial arts or other stereotypes. However, as time passed, he was able to pursue the roles he desired, recently starring in the Amazon original series The Wheel of Time. Daniel Dae Kim echoed similar sentiments, highlighting his significant roles in Avatar: The Last Airbender and The Good Doctor after his breakthrough portrayal in Lost. (Kim was recently awarded Honorary Seoul citizenship thanks to his directing and acting in the aforementioned Butterfly series that was filmed in Seoul). Another Korean whose acting career perhaps represents this trend is Steven Yeun who gained fame through his role as Glenn in The Walking Dead and has since starred in critically acclaimed films such as Burning, Minari, and Beef, where Korean cultural identity plays a significant role. Similarly, the film Past Lives delves into themes of identity, love, and fate through the lens of a Korean-American woman reconnecting with her childhood friend from Korea. Directed by Celine Song, the film captures the nuances of relationships and the Korean concept of Inyeon, providing a platform for Korean heritage to American audiences.

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<img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXcBYCQHoX11JKwsaGyz4FCQviXGUaTaFuaeR5wLiBO3XM-hfxPllLvU2l_6D90vW7ZtnHTR7-O1MTSksbq_2aQAJUmXBlIa8FVFXf3wdjwyiCO7q8KuPbpgGD3Bmp0696cweWBww6iAbEObN37kxnDkzNI?key=fsZXT5cQPAc91Kh8lx7jnw" style="height:336px; width:602px" />

Teo Yoo and Greta Lee in Past Lives (2023)

 
&nbsp;

Conclusion

The global recognition of Korean actors in Hollywood marks an extraordinary era in the entertainment industry, where diversity is increasingly highlighted and celebrated. As Korean talent continues to break barriers and achieve new heights, the future of cross-cultural collaborations looks promising. The world eagerly awaits the next chapters of their Hollywood journeys and the new narratives they will bring to the screen. This growing presence, led by streaming platforms like Netflix, not only enriches the media landscape but also paves the way for more inclusive storytelling, bridging cultures and inspiring audiences everywhere.

 
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REFERENCES:

<a href="https://www.bbc.com/culture/article/20240320-past-lives-the-korean-word-for-eternal-love-ancient-buddhist-roots" style="text-decoration:none">https://www.bbc.com/culture/article/20240320-past-lives-the-korean-word-for-eternal-love-ancient-buddhist-roots</a>&nbsp;

<a href="https://www.chosun.com/english/kpop-culture-en/2024/05/29/PDJVND7M3ZEMBLOQIVJF2O7UPI/" style="text-decoration:none">https://www.chosun.com/english/kpop-culture-en/2024/05/29/PDJVND7M3ZEMBLOQIVJF2O7UPI/</a>

<a href="https://v.daum.net/v/E20J6CnryH" style="text-decoration:none">https://v.daum.net/v/E20J6CnryH</a>&nbsp;

<a href="https://www.forbes.com/sites/joanmacdonald/2019/10/02/hallyu-influence-is-merely-one-trend-making-korean-actors-more-desirable-in-hollywood/" style="text-decoration:none">https://www.forbes.com/sites/joanmacdonald/2019/10/02/hallyu-influence-is-merely-one-trend-making-korean-actors-more-desirable-in-hollywood/</a>&nbsp;

<a href="https://www.kofice.or.kr/C30CORRESPONDENT/c30_correspondent_02_view.asp?seq=2990" style="text-decoration:none">https://www.kofice.or.kr/C30CORRESPONDENT/c30_correspondent_02_view.asp?seq=2990</a>&nbsp;

https://www.koreaherald.com/view.php?ud=20240131000576

<a href="https://www.koreaherald.com/view.php?ud=20240528050511" style="text-decoration:none">https://www.koreaherald.com/view.php?ud=20240528050511</a>

<a href="https://www.youtube.com/watch?v=lJ3xkYOpLys" style="text-decoration:none">https://www.youtube.com/watch?v=lJ3xkYOpLys</a>

<a href="https://www.yna.co.kr/view/AKR20240605126451005?input=1195m" style="text-decoration:none">https://www.yna.co.kr/view/AKR20240605126451005?input=1195m</a>

From Hallyu to Hollywood: Korean Talent Making Waves Internationally

In the dynamic world of Korean dramas, traditional metrics like TV ratings are increasingly giving way to the power of fandom and internet popularity. This shift reflects a broader trend in the media landscape, where fan culture and digital engagement are becoming critical drivers of success. With a particular focus on Korean dramas, this article examines how fan culture and online engagement are reshaping the success of media content.

&nbsp;

<h4>The Rise of Fandom in Media</h4>

Fandom has always been a potent force in popularising media, but its influence has surged with the advent of digital platforms. At Variety&rsquo;s 2024 Entertainment Marketing Summit, experts highlighted the untapped potential of fandom, particularly among Gen Z and Millennials. These younger audiences are more engaged with content through social media and fan communities than through traditional TV viewership. Added to this is Deloitte&rsquo;s 2024 Digital Media Trends Report which states that social media helps to generate buzz and keep audiences engaged, while fandoms provide a ready-made base of support that can propel a show to new heights of popularity.&nbsp;

&nbsp;

The Success of Lovely Runner

A recent example of how online popularity can surpass traditional TV ratings in determining a show&#39;s success is the K-drama Lovely Runner. Despite modest viewership ratings, the drama generated significant online buzz and enjoyed global acclaim. According to reports from Nielsen Korea, it maintained a steady viewership of around 4% domestically but its popularity surged, demonstrating that topicality&mdash;being the subject of online discussions and social media posts&mdash;can be a more significant indicator of a show&#39;s popularity than TV ratings alone.

<img src="https://lh7-us.googleusercontent.com/n98W4cru6i9afGRx_FFM1HkQPi9RuaD5g3schFqqeK5QEYl3iY-R58zQxgsVD5_HMb9tSalCZ9Q2ZJW9uh7wultdB0K0vsO7OrfMGJWqXOYfNDDz_KMOYr7FCgWQFVqhVfPGm9w03RIh8d8iVtS260k" style="height:255px; width:382px" />

A scene from &quot;Lovely Runner&quot; / Courtesy of tvN

&nbsp;

Other recent dramas like Queen of Tears and Marry My Husband also did not exceed the 10% mark initially, but their popularity surged due to online buzz, which translated into increasing viewership over time.

<h3>&nbsp;</h3>

<h3>The Influence of Fan Culture</h3>

Fan culture can be a potent force in the entertainment industry. What is unique about fan culture in South Korea or fandoms related to Korean content, is the development of platforms that enable a two-way interaction; Platforms like Weverse, Dear U&rsquo;s Bubble, or Bemyfriends&rsquo;s b.stage not only allow fans to talk with other fans but also to interact with the idols or actors they are fans of. These platforms harness fan engagement to build communities both domestically and globally.

<img src="https://lh7-us.googleusercontent.com/WOjmJFBPhQ8QTp6nHIPAeJRIBuELGKK-eHqMro695_yCPaMOgvJNXxgBdzGoLDB5OJhAZB6ap3r_6jusHNroqXvLr8RP5vs1Wmj9cY5qhzv8h1aQNPmVIKkfjdV8eaw0icReZQzaK7-y3hzGOZQCM_o" style="height:220px; width:356px" />

Lovely Runner&rsquo;s main actor Byeon Woo-seok joined the Weverse platform earlier this May after the drama enjoyed massive popularity online

&nbsp;

The success of these platforms is not just about numbers; it facilitate interaction between fans and their favorite actors or artist(s), fostering a loyal community.

<img alt="Fans of the hit tvN drama ″Lovely Runner″ queue outside The Hyundai Seoul department store in Yeouido in western Seoul for the ″Lovely Runner″ pop-up store that opened Thursday. [DANIELA GONZALEZ PEREZ]" src="https://lh7-us.googleusercontent.com/Q1qIFxxdTfRzyYOtj_ELbpdL3H1i8BXAtmhfKLZnkCLekjeQZIHqLb9mNWEZ23HFDUAtBcfonx4gAlXA4APGIvSicSALR-LozfVmZEwLgimJcDmnVbGJ8wkl3LA5MUq1xxBtTCEYtpXCaZ1CXZP6njw" style="height:237px; width:315px" />

Due to the popularity of Lovely Runner both domestically and globally, tickets for the finale screening of the drama sold out in seconds, and a pop-up store at The Hyundai Seoul department store had hundreds of fans queuing up.

&nbsp;

The Shift from Ratings to Engagement

The shift from traditional viewership ratings to digital engagement metrics signifies a broader change in how media success is measured. Shows like Lovely Runner benefit from this shift, as their popularity is driven by social media interactions, online discussions, and dedicated fan communities. This new model prioritizes engagement and topicality, aligning more closely with the consumption habits of modern audiences.

For media creators and marketers, understanding and harnessing the power of fan culture and internet buzz is essential. As social and fan platforms demonstrate, a well-engaged fanbase can propel a show or artist to global recognition, independent of traditional media metrics.

&nbsp;

Conclusion

The evolution of fan culture and internet buzz as primary drivers of media popularity marks a significant shift in the entertainment industry. Examples like Lovely Runner underscore the immense impact of cultivating loyal fan communities, demonstrating that exceptional success can be achieved independently of conventional TV ratings. To navigate this evolving landscape effectively, industry professionals must embrace fan engagement and strategically harness the power of social media. This approach aligns with modern consumption habits and ensures sustainable growth and innovation in the ever-evolving media landscape.

 
&nbsp;

References:

<a href="https://variety.com/2024/biz/news/gen-z-millennials-digital-media-marketing-trends-2024-1235981521/" style="text-decoration:none">https://variety.com/2024/biz/news/gen-z-millennials-digital-media-marketing-trends-2024-1235981521/</a>&nbsp;

<a href="https://www.chosun.com/english/kpop-culture-en/2024/02/21/EA42HVZBNJBSVMGXVMZXSGAGUQ/" style="text-decoration:none">https://www.chosun.com/english/kpop-culture-en/2024/02/21/EA42HVZBNJBSVMGXVMZXSGAGUQ/</a>&nbsp;

<a href="https://www.dearu.com/en/pages/business_bubble.php" style="text-decoration:none">https://www.dearu.com/en/pages/business_bubble.php</a>

<a href="https://www.mk.co.kr/en/hot-issues/11011463" style="text-decoration:none">https://www.mk.co.kr/en/hot-issues/11011463</a>&nbsp;

<a href="https://koreajoongangdaily.joins.com/news/2024-05-23/entertainment/television/Fans-flock-to-Lovely-Runner-popup-store-in-Yeouido/2053152" style="text-decoration:none">https://koreajoongangdaily.joins.com/news/2024-05-23/entertainment/television/Fans-flock-to-Lovely-Runner-popup-store-in-Yeouido/2053152</a>&nbsp;

<a href="https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey.html" style="text-decoration:none">https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey.html</a>&nbsp;

<a href="https://news.koreadaily.com/2024/05/23/sports/broadcast/20240523201639283.html" style="text-decoration:none">https://news.koreadaily.com/2024/05/23/sports/broadcast/20240523201639283.html</a>&nbsp;

<a href="https://www.hankyung.com/article/2024052383407" style="text-decoration:none">https://www.hankyung.com/article/2024052383407</a>

Beyond Ratings: The Influence of Online Fan Culture on the Popularity of Korean Dramas

K드라마는 항상 문화적 관점에서 새로운 시각을 제공하며 큰 영향을 미쳐 왔습니다. 한국 문화를 더 배우고, 웃고, 울고, 또는 단순히 즐길 수 있는 K드라마는 완벽한 엔터테인먼트의 정수입니다. 미국에서는 K팝 팬들뿐만 아니라 다양한 매체를 즐기는 사람들이 K드라마를 시청하고 있습니다. 여러 가지 이유로 우리는 미국에서 K드라마 시청률이 크게 증가하는 것을 목격해왔습니다. 그렇다면 이 드라마들이 왜 이렇게 볼 가치가 있을까요?

&nbsp;

왜 이렇게 인기가 많을까?

&nbsp;

Medium에 기고한 Loshifa Jothi의 기사에서 그녀는 K드라마가 팬들에게 그렇게 사랑받는 큰 이유를 잘 요약해주고 있습니다. 무엇보다도 가장 큰 이유는 한국 드라마에 내재된 스토리텔링의 능력 때문입니다. 잘 구성된 서사로 유명한 K드라마는 로맨스, 역사, 판타지, 서스펜스를 포함한 다양한 장르를 선보입니다. 또한 복잡한 줄거리와 강렬한 캐릭터는 전 세계 시청자들과 감정적으로 연대합니다. 이러한 점이 모든 TV 쇼에서 얻을 수 있는 것처럼 보일 수 있지만, K드라마는 스토리텔링에 대해 전반적으로 다른 접근 방식을 가지고 있는 것 같습니다. 우선 많은 드라마가 장르를 초월합니다. 예를 들어, 스릴러가 엄청나게 마케팅될 때, 사람들은 정말로 예측할 수 없는 쇼를 기대할 만 합니다. 정말 예상되는 결과 없이 스릴을 느낄 수 있도록 구성된 쇼이기 때문입니다. 로맨스를 좋아한다면, K드라마의 로맨스 플롯은 사랑을 극적으로 만들어 미소를 짓게 합니다. 팬들은 다양성과 공감성을 즐길 수 있습니다. Loshifa는 &ldquo;K드라마의 글로벌 매력은 문화적 경계를 초월하는 능력에 있다고 언급하기도 했습니다. 한국 문화에 뿌리를 두고 있으면서도 K드라마의 주제는 보통 인간적이어서 다양한 배경을 가진 시청자들 사이의 공감과 연결감을 키워줍니다.&rdquo; 팬들은 감정을 느끼면서 미국에서 &quot;일반적&quot;인 연기와 스토리텔링과는 다른 방식을 즐길 수 있습니다.

&nbsp;

<img src="https://lh7-us.googleusercontent.com/5iHotXhoXwQVN4G1DGOvm68jROk4t06Y-m3S90wNNiBIWypgIfhPXTxSIrrb5KB7cq0zrNIhQqp_BUmD_8_qWOfQSTS-LLb2Xx4X7uu5eiqrtUyB2SEI6hnMSDRePUrqgrGnXT_25C3LgQ77PbNHYko" style="height:377px; width:624px" />

(Source: Viki)

&nbsp;

스트리밍 플랫폼에 미치는 영향

&nbsp;

K드라마가 왜 이렇게 인기가 있는지를 알고 난 후에야, 스트리밍 플랫폼이 이 인기를 반영해왔다는 것을 이해하기 쉽습니다. Daily State News는 넷플릭스가 2016년 한국에서 런칭한 이후, 2023년에 향후 4년간 한국 영화, 드라마 및 리얼리티 쇼 제작에 25억 달러를 투자할 것이라는 발표를 보도했습니다. 또한 넷플릭스의 지속적인 관심과 투자는 한국 미디어 시장이 번창하는 데 기여했다는 점도 언급했습니다. 이는 K드라마 시청률이 얼마나 중요한지를 잘 보여줍니다. 더 많은 시청자들이 새로운 매체에 대한 합법적인 접근을 원하면서 넷플릭스와 같은 스트리밍 플랫폼은 수익을 얻을 수 있는 기회를 포착하고 미국 팬들이 콘텐츠를 쉽게 즐길 수 있도록 했습니다. DramaFever를 기점으로, 회사들은 미국 팬들을 위한 K드라마의 성공을 목격했습니다. 오징어 게임, 기생충: 그레이, 눈물의 여왕과 같은 쇼가 넷플릭스에서 가장 많이 스트리밍된 쇼 중 일부인 것은 이 콘텐츠가 얼마나 쉽게 바이럴 될 수 있는지 보여줍니다. 전반적으로, K드라마는 팬들에게 접근 가능해진 이후로 미국의 시청률을 장악해 왔습니다. 이러한 작품들은 몰입감 있는 동시에 드라마틱함을 자랑할 뿐만 아니라, 팬들이 공감할 수 있는 캐릭터들을 통해 열광하게 만듭니다. 스트리밍과 소셜 미디어를 사람들이 더 많이 소비하면서, 회사들은 K드라마의 수요가 얼마나 높은지 인지할 수 있습니다. 더 많은 미국 플랫폼들이 K드라마를 스트리밍함에 따라, 우리는 미래에 더욱 인기 있는 쇼들을 계속해서 볼 수 있을 것입니다.

&nbsp;

참고문헌:

<a href="https://medium.com/@loshifajothirs/why-korean-dramas-are-so-popular-be199ce5d1fb#:~:text=In%20essence%2C%20the%20widespread%20appeal,connectivity%20fostered%20by%20avid%20fans" style="text-decoration:none">https://medium.com/@loshifajothirs/why-korean-dramas-are-so-popular-be199ce5d1fb#:~:text=In%20essence%2C%20the%20widespread%20appeal,connectivity%20fostered%20by%20avid%20fans</a>

<a href="https://baytobaynews.com/stories/korean-dramas-in-2024-on-their-history-trajectory-and-enduring-popularity,133859" style="text-decoration:none">https://baytobaynews.com/stories/korean-dramas-in-2024-on-their-history-trajectory-and-enduring-popularity,133859</a>

미국 스트리밍 플랫폼을 장악한 K드라마

Parasyte: The Grey

Blood Free

종말의 바보

한국 드라마는 오랫동안 감동적인 로맨스로 전 세계 관객의 마음을 사로잡아 왔습니다. 그러나 최근 새로운 장르가 빠르게 떠오르고 있습니다: 바로 SF(과학소설)입니다. 이 변화는 전통적인 로맨스 중심의 이야기에서 벗어나, 미래지향적인 테마에 대한 관객의 갈망이 커지고 있음을 보여줍니다.

&nbsp;

최근 몇 년 동안 K-콘텐츠 시장에서는 SF 드라마 제작과 소비가 눈에 띄게 증가했습니다. 스트리밍 플랫폼들은 &quot;기생수: 더 그레이&quot;, &quot;블러드 프리&quot;, &quot;굿바이 어스&quot;와 같은 화제작을 통해 이 변화를 주도하고 있습니다. 이 드라마들은 디스토피아 사회, 외계 생명체와의 조우, 존재론적 위기 탐구와 같은 이야기를 다루고 있습니다. 올해만 해도 SF 드라마의 수는 2022년 같은 기간에 비해 두 배 이상 증가했습니다.

&nbsp;

특히 &quot;기생수: 더 그레이&quot;는 연일 넷플릭스 시리즈 부문 1위를 차지하며 인간과 외계 기생 생물의 충돌을 그려내어 많은 찬사를 받았습니다. 이 성공은 기존의 스토리텔링 규범에 도전하고 인간 조건에 대한 새로운 시각을 제공하는 SF 이야기들에 대한 수요가 증가하고 있음을 강조합니다.

 
 
<img src="https://lh7-us.googleusercontent.com/uI9iFoQ_4ottUq0mpF-e0WBtoXdBPIQYe8vR7HEB23x6SX-Gg_3ivR-g7LX6RmRhOLleT4AnM1KbSLqrFytq9ousVNiqiWx89irhiH0mmpgI1DbhJT0GZEiqi_JO2dQoUE8kzdD6IoEVJ-JFrlq3fZs" style="height:498px; width:337px" />

출처: IMDb

&nbsp;

많은 SF 드라마에서 공통적으로 등장하는 주제는 기후 위기로, 이는 이야기를 이끄는 핵심 테마로 작용합니다. 최근에 방영된 &quot;기생수: 더 그레이&quot;와 &quot;블러드 프리&quot;는 환경 파괴의 결과를 다루며, 집단적 행동의 필요성을 강조합니다. 이러한 이야기들은 관객들에게 인류가 지구에 미치는 영향과 기술 발전의 도덕적 함의에 대해 깊이 생각해보도록 합니다. 재난 드라마가 점점 더 많아지면서, 이러한 작품들은 긴장감과 공포뿐만 아니라 자기 성찰과 반성의 기회를 제공합니다.

&nbsp;

SF 드라마로의 전환은 특히 10대에서 30대 사이의 젊은 층에서 소비자 선호도가 변화하고 있음을 반영합니다. 코로나19 팬데믹 이후, 현대 삶의 복잡성을 반영한 미래지향적 시나리오를 통해 도피할 수 있는 이야기에 대한 관심이 증가하고 있습니다.

&nbsp;

이러한 환경은 SF 드라마를 즐기기에 이상적인 조건을 만듭니다. 소설가이자 드라마 평론가인 박생강은 이 트렌드를 관찰하며, SF 작가 김초엽과 정보라 같은 성공한 작가들이 드라마 산업에 영향을 미치고 있다고 지적합니다. 그들 특유의 SF를 통해 한국 삶의 가혹한 현실을 탐구하는 스타일은 이미 출판계에서 주목받고 있으며, 이제 TV 프로그램으로도 확장되고 있습니다.

 
 
<img src="https://lh7-us.googleusercontent.com/zlWv-6o1J3pcPWHHlsh2gedKysDQmDdW9u-2FsqH1e2VtQ0F_Zs-71jSPd0T6Y1lZV3Jk6NCByLkwi7Yi0mKwQmKLSmNcehEnvzreUUMi75DpvD4_lcrV92_tAtvZpqx-l4GyjCG4JE_lDVSmQorJuQ" style="height:486px; width:340px" />

출처: Rotten Tomatoes

&nbsp;

K-콘텐츠의 세계화도 SF 드라마 제작 붐을 촉진하는 중요한 역할을 했습니다. 국제 스트리밍 플랫폼들이 한국 제작에 투자함에 따라, 글로벌 관객에게 공감을 얻을 수 있는 독특한 한국 SF 이야기에 대한 수요가 증가하고 있습니다. SF 드라마의 부상은 기존 생태계의 중요한 전환을 의미하지만, 창작자와 산업 관계자들에게는 도전 과제 또한 제시합니다. 제작이 증가했음에도 불구하고 &quot;기생수: 더 그레이&quot;와 같은 시리즈에서 일본 원작에 의존하는 것은 한국 SF 분야에서 더 큰 다양성과 혁신의 필요성을 강조합니다.

&nbsp;

산업이 국제 시장을 겨냥함에 따라, 국내 인재를 육성하고 한국적 정체성을 유지하면서도 글로벌 관객에게 공감을 얻을 수 있는 이야기를 개발하는 것이 시급합니다.

&nbsp;

참고문헌:

<a href="https://www.hani.co.kr/arti/culture/culture_general/1137935.html" style="text-decoration:none">https://www.hani.co.kr/arti/culture/culture_general/1137935.html</a>

<a href="https://www.koreatimes.co.kr/www/art/2024/04/398_372784.html" style="text-decoration:none">https://www.koreatimes.co.kr/www/art/2024/04/398_372784.html</a>

<a href="https://www.hankyung.com/article/2024050198701" style="text-decoration:none">https://www.hankyung.com/article/2024050198701</a>

<a href="https://www.scmp.com/lifestyle/k-pop/k-drama/article/3257304/7-best-new-k-dramas-watch-april-2024-parasyte-grey-and-goodbye-earth-netflix-blood-free-and-chief" style="text-decoration:none">https://www.scmp.com/lifestyle/k-pop/k-drama/article/3257304/7-best-new-k-dramas-watch-april-2024-parasyte-grey-and-goodbye-earth-netflix-blood-free-and-chief</a>

&nbsp;