2024: Average viewership ratings for Korean dramas and strategies to guarantee success.

In 2024, a total of 7 Korean dramas achieved ratings of over 15%, with an average rating of 10.2%. This represents a +1.8%p increase compared to last year. The roles of Netflix and individual OTT platforms are growing, with 12 dramas achieving over 50% viewership within the first three days of release based on paid subscribers, narrowing the gap in ratings compared to terrestrial broadcasting.

What are the Rating Standards for Korean Dramas in 2024?

A rating of over 10% is considered a "hit." While the average rating last year was 8.7%, this year reached 10.2%, raising the bar for success. Ratings of 15% or higher are classified as "major hits," and in 2024, dramas like "Signal" and "The Vegetarian" exceeded this threshold, garnering significant attention.

• Ratings of 10-14.9%: Mid-range successful dramas (e.g., "Our School Days")
• Ratings of 15% or higher: Designated as a major hit (e.g., the "SKY Castle" remake series)
• Ratings below 5%: Difficult to continue broadcasting (7 dramas in 2024 ended due to falling below this threshold)

What do Dramas with a Total Rating of 10% or Higher Have in Common?

• Celebrity Index of Lead Actors: 70 or higher: K-beauty stars or actors recognized for their acting skills can increase the average rating by +4.3%p.
• Rating of 10% or higher in the first episode: This tends to maintain a 6%p higher average throughout the series (e.g., "Love Alarms").
• Korean Drama Retention Rate: 60% or higher: If 6 out of every 10 viewers continue watching up to the third episode, and the retention rate is 24% or higher, the drama's success is more stable.

What are the Characteristics of Dramas That Became Hits on OTT Platforms?

• The average rating for Netflix exclusive dramas is 13.4%, which is +3.2%p higher than terrestrial broadcasts.
• Over 70% are based on popular webtoons or novels, and attracting the original work's fanbase is a key factor.
• The average completion rate per viewer is 58%, which is higher than the average for terrestrial dramas (42%).

What Common Strategies Do Dramas That Experience a Surge in Viewership Within 3 Days of Release Share?

• Release the first 3 episodes as a "binge-watching" package: If over 100,000 shares occur within 24 hours in viewer communities, the rating for subsequent episodes can increase by +15% or more.
• Link with SNS content: Sharing 10 or more 30-second clips of key scenes on Instagram and YouTube can increase the rating by +2.7%p.
• Introduce a pre-order system: Channel A's "Days of 불안" secured over 100,000 pre-orders before airing, and the first episode achieved a rating of 12.7%.

Frequently Asked Questions

Q: Can a drama be considered a hit even if it has a rating below 10%? A: Yes, but the criteria are different. While a drama with a rating below 10% might not be considered a hit based on traditional ratings, if it achieves over 2.5 million accumulated viewers (based on the total number of viewers), it can be classified as a hit in the OTT content space (e.g., "Seoul Memory").

Q: Is celebrity recognition more important than acting skills? A: Both are important, but celebrity recognition has 3 times the impact. For example, a drama starring a new actor averages 6.1% in ratings, while one starring a famous actor achieves 12.3%.

Q: What are the key requirements for success on a paid subscription platform? A: Achieving over 50% viewership within the first 3 days + receiving over 10,000 content reviews are crucial. This standard was established after Netflix's "Squid Game."

Key Takeaways

• A rating of 10% or higher is the benchmark for success, with an average of 10.2% in 2024.
• A rating of 10% or higher in the first episode is key to sustained success, leading to an average rating that is 6%p higher.
• The average rating for OTT exclusive dramas is 13.4%, which is +3.2%p higher than terrestrial broadcasts.
• Over 100,000 shares on SNS can lead to a rating increase of +2.7%p.
• A celebrity index of 70 or higher for lead actors can increase the average rating by +4.3%p.
• A completion rate of 58% or higher per viewer ensures sustainability.

In 2024, the success of Korean dramas is not solely determined by ratings but also by a variety of factors, including platform strategy, SNS reach, and the number of initial content reviews. By utilizing these criteria, not only drama production companies but also fan club operators and talent managers can develop effective strategies.