Coupang Play's adult black comedy defies expectations, tops OTT satisfaction rankings

A scene from the Coupang Play original drama series "Jigeum Bullyuni Munje ga Animnida" [Coupang Play]

"I thought it would get slammed for being an adults-only affair drama," one Coupang Play user wrote.

Coupang Play's latest original drama series, "Jigeum Bullyuni Munje ga Animnida" ("The Affair Is the Least of Our Problems"), is outperforming expectations, drawing viewers back to the platform after a prolonged dry spell.

Coupang Play had gone without a blockbuster this year, and a steady decline in users had followed the content drought. The new series itself was not widely expected to be a hit.

The show has since become the most-watched series in Coupang Play history by cumulative viewership and topped the satisfaction rankings for domestic OTT original drama series. It claimed the No. 1 spot in the third-week-of-August drama satisfaction rankings from a research note on OTT K-original content viewer evaluations.

The eight-episode black comedy, rated restricted to ages 18 and over, follows a popular influencer couple who project an image of domestic bliss and a neighboring doctor couple locked in a bitter divorce — both pairs drawn into secrets too dangerous to handle.

Despite the word "affair" in the title, the show quickly escalates into a chain of events that makes the affair itself seem almost trivial by comparison.

After topping Coupang Play's most-watched chart in its opening week, viewership surged 169 percent. Users rated it 4.6 out of 5. The show has proven mainstream appeal despite its adults-only rating and black comedy genre — all the more striking given that only four of the eight episodes have been released, raising anticipation for the remaining showings.

The series wraps up with its finale on Sept. 4.

Viewers have praised the show as "a uniquely twisty black comedy you can't stop watching," with particular acclaim for the cast's taut performances, unpredictable plot turns and sharp direction — all fueling its growing buzz.

The record-breaking run is expected to intensify the battle for second place in the domestic OTT market. Coupang Play has been locked in a tight race with Tving for the runner-up position behind Netflix.

Coupang Play's monthly active users stood at 8.85 million in June, trailing Tving's 9.69 million and dropping to third place. In July, it reclaimed second, with 8.68 million users to Tving's 8.5 million.

park@heraldcorp.com