Broadcast TV dramas sink to 0% ratings as OTT platforms tighten grip

0.4% → 0.3%

South Korean broadcast television dramas are increasingly posting ratings in the sub-1 percent range, with the latest casualty coming from a major terrestrial network.

The shift points to a wholesale migration of drama viewership from traditional TV to over-the-top streaming platforms, driven by Netflix's rapid growth in the country. As OTT services dominate, concerns are mounting that even terrestrial broadcasters — not just pay-TV operators — are losing their competitive edge.

According to media industry sources, "Yes, Let's Divorce," which premiered Wednesday on the KBS drama channel, drew a 0.4 percent rating in its first episode. The second episode slipped further to 0.3 percent, keeping the series firmly in sub-1 percent territory.

The drama series follows a couple who run a wedding dress shop and decide to try a trial separation to end their worn-out marriage. The show drew attention as the comeback vehicle for actor Lee Min-jung, who once led a drama to a 37 percent rating, but its first two episodes have delivered dismal results.

Sub-1 percent ratings have become an increasingly common sight of late. Last year, MBC's "Crushology 101," SBS's "Spring of Four Seasons" and KBS's "Kick Kick Kick Kick" all ended their runs at 0 percent. JTBC's "Shining," which aired earlier this year, opened to around 2 percent but steadily declined and ultimately finished below 1 percent.

The biggest factor is a fundamental shift in viewing habits toward Netflix and other OTT platforms. The old ritual of tuning in live for a drama broadcast has effectively lost its meaning.

Netflix's domestic user base has been growing at a strong pace.

According to Mobile Index, a data service run by IGAWorks, Netflix's monthly active users in South Korea reached about 16.33 million last month, up about 156,646 users, or 1.0 percent, from the previous month. After crossing the 16 million mark for the first time in June, the platform has maintained that level for two consecutive months.

Coupang Play ranked second with about 8.68 million monthly active users, followed by Tving at about 8.50 million.

As OTT platforms have grown more dominant, analysts say terrestrial broadcasters and pay-TV operators alike have seen their competitive standing erode.

The trend has weighed on the broader broadcast market. According to financial disclosures for the 2025 fiscal year covering 371 broadcasters, published by the Korea Communications Commission, total broadcast industry sales last year fell to 18.65 trillion won ($13.4 billion), down 154.7 billion won, or 0.8 percent, from the previous year. It was the third consecutive year of declining sales since 2023.

Terrestrial broadcasters saw sales drop 6.1 percent to 3.32 trillion won. Program providers fell 2.3 percent to 6.94 trillion won, cable system operators declined 2.6 percent to 1.64 trillion won, and satellite broadcasters slid 5.7 percent to 447 billion won.