As Netflix's original (self-produced) series "Bokssak Sogassuda" is set to be released next month, the drama's unique release method is gaining attention. Four episodes will be released weekly over four parts. Since the story centers on the lives of two individuals, Netflix explains that the work will unfold in four acts to enhance viewer immersion.
In the over-the-top (OTT) industry, the timing of content releases has become a key strategy. Recently, industry leader Netflix has actively adopted a flexible episode release format instead of the previously maintained "All at Once" method (releasing all episodes at once). Episodes are now released sequentially on a weekly basis, and the number of episodes released can be autonomously adjusted.
The reality series "Solo Hell" serves as a representative example of Netflix's content release trend. Produced in seasons since 2021, "Solo Hell" released the first two episodes weekly over 4 to 5 weeks up to Season 2. However, starting from Season 3, the number of episodes released on the first day gradually increased. Season 3 saw three episodes released on the first day, while Season 4 began with four episodes, following which two episodes were released weekly. This strategy aims to capture initial attention and maintain buzz.
The globally popular series "Black and White Chef," which garnered attention in the last half of the year, also climbed the success ladder through episode adjustment strategies. After releasing the first four episodes in mid-September, Netflix subsequently released episodes over a three-week period, resulting in a significant increase in the program's visibility through word-of-mouth. According to a survey conducted by Consumer Insight, the intention to watch "Black and White Chef" increased by about 40% and recognition rose by 60% two weeks after its release compared to before.
Latecomers in the OTT space have actively adopted the strategy of releasing multiple episodes on the premiere date and then releasing episodes sequentially. This approach is interpreted as a strategy to maintain a stable number of existing subscribers while attracting new ones.
The drama "Light Shop" released two episodes weekly following the initial four-episode launch, setting a record for the most viewing hours among Disney Plus's South Korean original content in 2024. Coupang Play also secured a fan base for the drama "Family Planning" by releasing two episodes on the first day and then one episode weekly, hoping for word-of-mouth promotion.
There have been instances where entire series were released to generate buzz. Last month, Netflix caused a "binge-watching" craze by releasing all episodes of the eight-part drama "The Trauma Code: Heroes on Call" at once. This appears to be a strategy to target demand for consuming content all at once just before the six-day Lunar New Year holiday.
The popular series "Squid Game" Season 2, released during the year-end holiday season, also showcased the entire seven-part series at once on December 12. According to the "Popular Apps and Games Report for December 2024" by Mobile Index, Netflix's monthly active users (MAU) reached 12,987,833 during the release period of "Squid Game" Season 2, which was about a 12% increase compared to the previous month. Netflix also ranked second in the "Rapidly Rising Mobile Apps of the Month" category.
Hyun Dae-won, a professor at the communication department of Sogang University, noted that "Netflix has employed various release methods based on data," adding, "As competition intensifies within the OTT industry, each company is contemplating differentiated exposure strategies."