Coupang Play original series "Anna" [Coupang Play]
Coupang Play original series "Anna" [Coupang Play]

A trend of OTT original titles airing on broadcast television — and driving viewers back to streaming — is gaining momentum, with Coupang Play series "Anna" and "Bonjour Bakery" leading the way.

"Anna," starring Suzy as a woman who builds an entirely different life after telling a small lie, secured a slot on MBC and aired its first episode Sunday.

The premiere drew a 5.2 percent viewership rating, and on the day of broadcast and the following day, the share of Coupang Play users who rewatched "Anna" surged to 48.8 percent — pushing the series into the top 10 most popular titles on the platform as of Thursday.

Coupang Play original variety show "Bonjour Bakery" [Coupang Play]
Coupang Play original variety show "Bonjour Bakery" [Coupang Play]

Coupang Play variety show "Bonjour Bakery" became the first previously released OTT title to land a slot on KBS, premiering Aug. 5. According to Coupang Play, the show recorded a 60.4 percent rewatch rate on the platform from its broadcast premiere date through the following day.

Set at what is billed as South Korea's first senior dessert cafe in a quiet rural village, "Bonjour Bakery" follows elderly regulars and bakery staff as they exchange warmth and comfort. The show has been credited with opening a new chapter in feel-good Korean variety programming by turning a warm lens on the everyday lives of older adults — a demographic the genre had largely overlooked.

"Proven original content is flowing back to Coupang Play after airing on television, creating a virtuous cycle of popularity and forming a new viewing trend," Coupang Play said. "Through 'Anna' and 'Bonjour Bakery,' we have presented a model for mutual growth within the content ecosystem."


balme@heraldcorp.com