What’s next for Netflix? …Amazon becomes a new foundation for K-content

Amazon Prime Video, is attracting attention as a new sales channel for K-content, as the tvN drama 'Marry My Husband' followed by the tvN variety show 'Apartment 404' have been released through Amazon Prime Video and have received positive feedback overseas. The reason for this is that the tvN drama 'Marry My Husband' followed by the tvN variety show 'Apartment 404' have been receiving good results since their release on Amazon Prime Video and have received positive responses overseas.

According to Flicks Patrol, a global OTT viewership ranking website, 'Apartment 404', which has been on air since the 23rd of last month, has been ranked in the top 10 in the Amazon Prime Video TV show category (including English and non-English content) in 21 countries and regions worldwide in its second week of broadcast. In Taiwan, Malaysia, Singapore and other countries. In particular, it ranked first among non-drama content in Taiwan, Malaysia and Singapore. On IMDb, the world's largest content rating website, it recorded a rating of 9.2. The global star 'BLACKPINK' JENNIE appears in the show, which is attracting the attention of overseas fans, and has been released through the global OTT to solid effect. The code of laughter required for variety shows is closely linked to the society, era and local culture, so it is not easy to make a global hit, but the response to 'Apartment 404' is a meaningful result, even if the JENNIE effect is subtracted.

The drama 'Marry My Husband', which finished airing on the 20th of last month, also performed well, becoming the first K-drama to rank first in the global TV show rankings four times in a row. It also ranked second globally (based on January) in the monthly ranking, a measure of long-term hits, and was unusual in that it led the popularity in the US and Europe, including the US (2nd highest), Canada (1st highest), France (2nd highest) and the UK (3rd highest) outside Asia, where K-dramas are popular.

The TVING drama 'I'm going to die soon', which aired last year, ranked second overall in the TV show category, and the variety show 'Sojin's House' recorded top 10 in 12 countries and 14th worldwide, but has been an even stronger hit here.

Until now, the overseas expansion of Korean domestic content has been highly dependent on Netflix. The stars in the productions also sought out Netflix productions because of the need for overseas expansion and global popularity. However, CJ ENM content has made good results on Amazon Prime Video, and it is hoped that this bias will be alleviated. A broadcaster said, "If the options for overseas expansion, which currently depend on Netflix, are expanded, they will compare conditions and sign contracts in the future", hoping for a positive effect on the content industry.