Original dramas once available only to paid subscribers of streaming platforms such as Disney+ and Apple TV+ are increasingly making their way to traditional television, as streaming services ease their exclusivity strategy in favor of reaching broader audiences through familiar broadcast channels.

A New Era for Streaming Originals

MBC has been airing the Disney+ original series 'A Shop for Killers' since July 3 in its regular Friday-Saturday drama slot at 9:50 p.m. Based on Kang Ji-young's novel 'The Killer's Shopping Mall,' the action thriller follows Ji-an (Kim Hye-jun), who becomes the target of assassins after inheriting a mysterious shopping mall left behind by her late uncle Jin-man (Lee Dong-wook).

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The series became Disney+'s most-watched Korean original worldwide in 2024 and was selected by the New York Times as one of the 'Best TV Shows of 2024' in the international category.

By airing on terrestrial television, Disney+ is able to maximize promotional impact and generate renewed interest for its hit series.

This strategic move marks a significant shift in the industry, as streaming platforms begin to recognize the value of reaching broader audiences through traditional broadcast channels. With the rise of over-the-top (OTT) services, the lines between television and online content are becoming increasingly blurred.

Market Trends and Global Impact

The decision by Disney+ to air 'A Shop for Killers' on terrestrial TV reflects a broader industry trend towards expanding global reach. As streaming services continue to grow in popularity, they are also beginning to recognize the importance of partnering with traditional broadcasters to reach wider audiences.

This development has significant implications for the global Hallyu wave, which has been driven in part by the success of Korean dramas and variety shows on streaming platforms. By making its content available through terrestrial TV, Disney+ is able to tap into a broader audience and increase its market share in key regions such as Asia.

The impact of this trend can be seen in the growing popularity of K-dramas globally. According to recent reports, K-drama exports have increased by over 20% in the past year alone, with many streaming platforms reporting significant increases in viewership for Korean content.