The OTT (Over the Top) services, such as Netflix and Apple TV Plus, which provide media content like dramas, movies, and TV programs through the Internet have become popular as people can enjoy whatever content whenever they want. Koreans like watching foreign movies and dramas. As shown in the chart below, Koreans appear to prefer domestic content to foreign content for their leisure time by using streaming services.

(Korean productions are in red.)

** The red ones are Korean dramas or movies, so I want to show that Korean content is popular through this chart. I want to write down the reason I use red letters

Moreover, due to the popularity of Korean content in other countries, especially in Asia, Netflix regards Korea as the center of Asia’s content industry and actively competes in the Korean OTT market. The charts below explicitly show why Netflix cares about the Korean market.

(Korean productions are in red.)

As you see, several other Asian countries that recently become major users of Netflix have enjoyed many Korean movies and shows.

In 2017, Netflix produced Bong Jun-ho’s film . In 2018, it also produced the variety show by introducing the famous MC Yoo Jaesuk. With the entertainment company YG, Netflix showed and < Yoo Byung Jae Stand Up Comedy Show>. Through the investment by Studio Dragon, it put up $30 million for the drama .

Netflix is an attractive service as it provides plentiful content from the USA and UK, two leasers of the culture industry around the world. To survive this competitive OTT market, it has introduced popular Korean dramas and movies to target Asian markets. In this aspect, the first Korean Original Drama is seen as a toehold strategy to gain a firm grip in the market. achieved Netflix’s expectations and secured production on the 3^rd season. has gotten favorable comments around the world and has contributed to increasing the interest in Korean content. We now analyze the factors that make successful on Netflix.

K-Zombie

is full of episodes from the Joseon Dynasty, which emphasizes the Three Bonds and Five Relationships in Confucianism. The main characters, including the crown prince, counteract a corrupt society where noblemen pursue their own power. Throughout the plots, we can find that people who are ruthless, greedy, and egoistical are not different from the zombies who are only greedy for the blood and flesh. These combinations of unusual traits are intriguing for not only Koreans but also foreign audiences. In addition to this, the plot unfolds quickly with the change of characters’ personalities. The camera techniques help to build the uniqueness and mystical mood through delicate skills that articulate the peculiar clothes and background of the Joseon Dynasty. Another interesting part are the zombies with sad expressions chasing after living people in an orderly manner unlike zombies in many Western movies which chaotically run after people.

Netflix Original

is financed $2 million by Netflix for every episode. It was a very exceptional case as a foreign drama. Since Netflix Originals is fully invested by Netflix, there is no need to be sponsored by other enterprises in the form of PPL (Products in Placement). Shows are uninterrupted by ads. As the running time is not over 60 minutes, they can concentrate on the stories. The stories themselves feel like movies to the viewers.

Teenagers under 19 in Korean cannot see such thrillers as . Therefore, making such genres without editing is almost impossible on land-based television stations. As Netflix is used only by members, it does not have to comply with the broadcasting review regulations nor does it have to embody what the productors want to show. Also, when Netflix makes a drama or movie, Netflix goes into pro-production. Hence, the production itself can not only increase the quality of the contents but also be led without caring about the ratings.

** Netflix Originals

For a stable supply of contents, Netflix aggressively invests the money it earns into the production of its own content. To survive in the competitive OTT market, the monopoly of content has been a necessary tactic over time.

Effective Supporting System

Not only fancy palaces and hanbok, but also gat (the traditional Korean hat’s name) has caught people’s attention. After running , the keyword “Kingdom Hat” appeared on SNS and Google. Amazon started to sell gat. The fact that there were various kinds of hat for the class, job, and occasions is interesting to the worldwide fans of . This uniqueness can be realized because of the Netflix system. When Netflix produces original content, the content team which understands the culture of the country cooperates with the production team of the country. Its system to communicate with the production team effectively reflects a broad understanding of the various cultures in its content. As a result, this system helps the production team to express Korea’s own beauty.

Korean dramas and movies are becoming popular as they are widely advertised through the OTT services. In line with leading the Korean drama market, zombie content, which has long been considered the weakest part of Korea’s content by Korean film industry, is blooming as well. Overall, Netflix also contributes to change the flow of the content industry in a positive way by changing the inferior production environment in Korea. Collaborating with Netflix is a good opportunity to advertise the Korean-style content, as well as Korean actors and actresses all over the world.