On May 21, TVING announced that its focus on season-based intellectual properties (IP) is not only boosting content consumption but also driving user loyalty and paid subscription conversions.
A prime example is tvN’s new weekend drama Resident Playbook, which premiered on April 12. Following its release, viewership (unique visitors) for its prequels Hospital Playlist Seasons 1 and 2 jumped by 278% and 219%, respectively, illustrating the “halo effect” of franchise content.
A similar pattern was seen in variety shows. After the release of Earth Arcade 3, views of Seasons 1 and 2 rose by 136% and 102%. The program even caused a ripple effect K-drama classic I’m Sorry, I Love You, mentioned in the show, entered TVING’s Top 10 most-watched dramas in real time.
Meanwhile, ahead of the premiere of its original series Shark: The Storm, TVING launched a promotion by offering its predecessor Shark: The Beginning for free. The result? A 618% surge in viewership. Shark: The Storm went on to rank No.1 in drama-driven paid subscriber conversions, reinforcing the power of franchise-driven strategy.
A TVING spokesperson stated, “Franchise IPs naturally attract loyal viewers, leading to a structure where new releases also revive interest in earlier seasons. We will continue curating and marketing franchise content to maximize user satisfaction.”
Currently, all episodes of Shark: The Storm are available for streaming, further underscoring the momentum behind TVING’s franchise-first approach.
