iWorld
Robust growth in Korea’s premium VOD sector, led by Tving
Mumbai: The premium video-on-demand (VOD) landscape in South Korea grew subscribers, revenues and engagement at robust levels in 1H 2024 according to analysis conducted by ampd, the digital measurement platform owned and operated by Media Partners Asia (MPA). The Korean SVOD market added 705,000 net new subscribers in 1H to a total 20.8 million by end of June 2024 while premium VOD revenues, including subscription and advertising, grew 11 per cent year-on-year to $922 million and viewership grew five per cent Y/Y to 103 billion minutes.
Tving led subscriber growth in 1H 2024, contributing 34 per cent share of SVOD category net additions to 4.2 million total subscribers. Tving’s growth is anchored to popular tvN and JTBC network dramas, variety and originals. The introduction of a new advertising tier helped drive user growth in 1H 2024, with MAUs >11.5 million. Netflix remains the premium VOD category leader with 43 per cent share of revenue and 37 per cent of viewership. Tving is gaining pace, growing share of premium VOD viewership by six points Y/Y to reach 30 per cent, capturing 15 per cent of premium VOD revenues. Beyond premium VOD, viewership across AVOD, SVOD and live streaming platforms on mobile devices totalled 534 billion minutes in 1H 2024, up 24 per cent Y/Y. YouTube is the overall VOD category leader and continues to gain share, reaching 80 per cent of total VOD viewership in 1H 2024.
ampd’s lead analyst & head of insights Dhivya T commented: “Local content captured 77 per cent of premium VOD category engagement and 75 per cent of customer acquisition in 1H 2024, with key drama and variety hits from Tving , Netflix , Coupang Play and Disney+. An abundance of local drama and variety releases across major VOD platforms drive viewership, with over 200 titles contributing to 80 per cent of Korean content demand in 1H 2024. Tving led hits across scripted and unscripted titles, carrying 10 of the top 15 titles (seven shared across platforms) in 1H 2024. Other key platforms include Netflix with seven of the top 15 titles. Disney+ originals Coupang Play’s sports and originals also broke through. CJ ENM produced six of the top 15 titles in 1H 2024.”
Premium VOD viewership share in South Korea (1H 2024)
Source: ampd
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
