The term ‘new media’ refers to media that are computational and rely on computers for redistribution. As the technology of mobile devices and telecommunication advances, video content is being optimized for the mobile environment. This led to a fall of legacy media such as TV, and the emergence of various platforms that can broadcast creative content. Among them, in Korea, a lot of entertainment show programs have been successful on YouTube and other mobile platforms. The MZ generation, those who are born after 1980, is especially an active consumer of this new type of video content.
YouTube-based entertainment shows have a shorter video length than TV shows. This is related to the change in the place where content is consumed. Viewers now watch videos on the move or before bed rather than spending a separate time watching content. So it should not be too long. This type of video develops in a fast flow so that viewers can quickly immerse themselves.
The pandemic made people stay home, and it led to an upsurge in entertainment video content. So, now there are more YouTube shows produced in small indie studios or YouTubers. “Nego King” which means the king of negotiation, was a much loved YouTube show in 2020. Most episodes have more than 1 million views, and even some of them are close to 10 million. The companies that appeared on the show often hit the top of real-time search terms, and their websites were flooded with visitors.
The reasons that this content has succeeded come from the characteristics of the MZ generation. The MZ generation shows different characteristics from the older generation. They are more familiar with self-expression, value honesty, and consensus, and prioritize their tastes. As they tend to choose which content they will enjoy according to their values, these contents satisfy their various preferences. As for “Nego King”, the whole content is a paid ad, but the viewers never mind this. Rather, if the CEO seems to care about consumers, they actively buy the company’s products. Therefore, targeting the MZ generation can lead to increased sales and increased brand preference.
In 2019, McKinsey & Co. conducted detailed research of Generation X, Millennials, and Generation Z in six Asia-Pacific countries including Korea. According to the survey, 58 percent of millennials and 70 percent of Gen Zers said that they learned about new brands via video-based social media at least once a month while 46 percent of Gen Xers said they do so. Video influences the MZ generation not only in brand awareness but also in purchase decisions. In Korea, about 30 percent of millennials and 45 percent of Gen Zers responded that video sources are among top 3 influences for brand and product selection while only 15% of Gen Xers did.
For this reason, companies are making great efforts to fascinate the cohort. More and more companies targeting the MZ generation are expected to carry out marketing using this trend. Even the e-commerce industry and the distribution industry are also focusing on producing online shows using their products. They not only improve brand affinity by providing information and fun at the same time but also encourage the purchase of the MZ generation.
The viewers who are the cohort of the MZ generation directly communicate with other viewers or producers using the comment function. In the process of sharing their reactions, new memes or buzzwords are often created. This interactive communication makes the content more enjoyable, and viewers of Generation MZ naturally participate in the process.
Legacy media is trying to follow this new trend, too. MBC, Korea’s major broadcasting station, recently aired a survival show named “Game of Blood”. What’s special about the show is that a famous YouTuber participated in the production. Furthermore, the show was aired not only on TV (MBC) but also on YouTube and OTT platforms. This special collaboration with a YouTube celebrity fascinated those who are bored with typical TV shows.
The success of these various types of entertainment shows encourages the emergence of more creative narratives that break away from the existing narrative structure. Unlike TV shows, YouTube-based shows are less regulated by law. Also, viewers can spread the content further through sharing and reproduction. So, this change not only provides viewers with a variety of options but also guarantees content creators more opportunities to create. A ton of online-originated video shows are being released even at this moment, so Korea’s online entertainment content market is expected to expand further.
K-UNIV Reporter
Hansaem Lee
