Can TV variety shows survive competition with YouTube?

By KTimes

Concerns over the future of TV variety shows are growing as viewers, increasingly drawn to fast-paced digital content, find traditional programming less engaging.

With "dopamine addiction" — the brain's craving for constant stimulation — on the rise, can TV variety shows keep up in an era dominated by web entertainment and YouTube?

During his acceptance speech at the 2024 MBC Entertainment Awards, broadcaster Jeon Hyun-moo reflected on the challenges faced by TV variety shows.

“Entertainment is a dopamine paradise. Even I find myself watching short-form videos on my phone instead of turning on the TV. I think I might be addicted to dopamine," he said. "TV has a slower pace and less immediate dopamine hits, but it leaves a lasting impression and brings smiles. I will strive to deliver healthy laughter.”

With repetitive formats and less intensity compared to web entertainment, many viewers are turning to YouTube for amusement. Shows like "Jjanhan Hyung Shin Dong-yup," "Salon Drip" (hosted by comedian Jang Do-yeon) and "Pinggyego" have gained immense popularity, often surpassing TV variety shows in buzz and engagement.

Many web variety shows and YouTube content thrive on provocative elements, featuring alcohol consumption and explicit language. Seeing their success, some TV shows have attempted to incorporate similar edgy content.

However, due to strict broadcasting regulations, it is difficult for TV programs to match the raw appeal of web entertainment. The question remains: should TV shows even attempt to go down this path?

Pop culture critic Ha Jae-geun said, “TV as a platform reaches a broad audience, including different age groups. It is difficult for TV to be excessively provocative due to these considerations. While audiences may crave sensational content, TV is at a disadvantage compared to new media."

To leverage its strengths, Ha said, the industry must compete with fresh ideas and find ways to differentiate itself from streaming platforms.

Fading boundaries between TV and web entertainment

The lines between TV variety, web variety and YouTube content are becoming increasingly blurred. Pop culture critic Kim Sung-soo said, “Entertainment shows will continue airing on TV, but the production and communication methods will change. Broadcasters will play a smaller role in direct production, with independent entertainment production companies taking the lead.”

He also predicted that TV producers would likely serve more as content supervisors rather than hands-on creators.

This shift has been driven by the rise of YouTube and the entrance of global streaming platforms capable of funding large-scale productions.

“Compared to streaming services, terrestrial networks have limited budgets for variety show production. As outsourcing increases, in-house creative teams have shrunk," Kim said. "This has led to a cautious approach, where broadcasters produce about half of their content internally while relying on external production companies for the rest. The distribution channels for network TV, web variety and cable variety shows are no longer distinct.”

The variety show landscape has been evolving rapidly, and further dramatic changes are expected in the future.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by generative AI and edited by The Korea Times.