Reinventing web originals: transforming into global hit dramas on OTT platforms

Over-the-top (OTT) platforms have emerged as key global distributors and producers, leveraging adaptations of established content to expand their audience reach. A prominent trend in this landscape is the success of Korean dramas adapted from web-based sources, such as webtoons and web novels, on global OTT platforms. This study examines the international performance of these adaptations, with a particular focus on Netflix. An analysis of 232 Korean dramas available on Netflix reveals that approximately 12.5% are adapted from web originals and that these adaptations outperform non-adapted dramas worldwide, especially in Asia. The findings underscore the growing significance of web originals in shaping content success and highlight the importance of regional distribution strategies that capitalize on audience familiarity with the source material.