Travel content creator Kwak Joon-bin, left, known for his YouTube channel KwakTube, speaks during a ceremony commemorating the 23rd anniversary of Incheon International Airport's opening at Terminal 1 of the airport in Incheon, March 29. Kwak and Park Jae-han, right, known for his YouTube channel Pani Bottle, were named honorary ambassadors of the country's flagship airport. Korea Times photo by Shim Hyun-chul
As the boundaries between online and legacy media blur, popular YouTubers are making inroads into television, marking a shift in media dynamics.
Influential YouTubers with a large number of subscribers, such as Kwak Joon-bin, better known by his YouTube channel KwakTube, are getting roles as the main cast in TV shows.
Kwak, who proved his potential as a TV personality with shows such as ENA's travel show "World Dice Tour" and Netflix survival game show "Devil's Plan," recently signed a contract with SM Entertainment's broadcasting content-making affiliate SM Culture & Contents (C&C).
SM C&C said it plans to create positive synergies with the popular YouTuber.
"We are pleased to welcome Kwak Joon-bin, a trendy and hot creator who fits the changing times. We look forward to seeing what kind of synergy will be created between SM C&C, an entertainment powerhouse with unrivaled influence, and the content creator," the company said in a statement.
Kwak, who started his YouTube journey with a video about Azerbaijan in 2018, has amassed over 2 million subscribers thanks to his engaging travel content, introducing different cultures while traveling worldwide.
He was ranked Koreans' second favorite YouTuber in a Gallup Korea poll that surveyed 1,777 people aged 13 and above from March 22 to April 5, following Park Jung-won, best known by her nickname Tzuyang, a famous YouTuber for her eating show.
Kwak extended his presence beyond YouTube, taking on main roles in "World Dice Tour" and education channel EBS' food and travel show "Kwak Taxitrip."
As people's choices have expanded beyond TV to various streaming services like YouTube and Netflix, creators who have gained popularity on online media channels are now engaging in various activities on mainstream media, crafting a new trend.
Choi Sang-sik, a professor of broadcast content at Suwon Women's University, said that YouTubers' entry into broadcasting is one of the prominent media trends in recent years as the boundaries between legacy broadcasting and streaming services are breaking down.
"YouTubers already have a strong fan base online, making it advantageous for broadcasters to cast them to attract new viewers and increase ratings," the professor said. "The proven popularity and specialized content on platforms like YouTube can have a positive impact on broadcasting as well."
YouTuber Tzuyang appears on MBC TV's talk show "Radio Star," Sept. 13, 2023. Courtesy of MBC
The entry of YouTubers into traditional media is particularly prominent in travel and food shows.
Besides Kwak, travel YouTubers Park Jae-han, better known by his channel name Pani Bottle; Wonji, whose real name is Lee Won-ji; and Park Jae-il, known for his travel channel Channel Korean Jay, are appearing in various travel programs and talk shows.
In the food show genre, besides Tzuyang, Jwa Hee-je, better known for her nickname and YouTube channel Heebab, and Kim Mi-kyung, whose nickname is Haetnim, are enjoying great popularity both on broadcasts and online.
Jeon Seok-jae, a YouTuber who explains economics and global affairs to viewers in an easily understandable way, is also a figure showing balanced activity in both legacy and online media. Jeon, better known by his nickname Syuka and YouTube channel Syuka World, has 3.29 million subscribers. The former proprietary trader and fund manager uses his extensive knowledge of economics to provide viewers with easily digestible information on economics, current affairs and history.
Cartoonist Lee Byung-geon, known by his pen name Lee Mal-nyeon or YouTube channel Chimchakman, is seen on broadcaster SBS YouTube channel, July 8. Lee will fly to Paris to deliver news related to the Paris Summer Olympics and the inside scoop on the city during the Games from this month to August. Captured from SBS's YouTube channel
There are even YouTubers who are participating in sports channel broadcasts in addition to talk shows with their eloquent speaking skills. Cartoonist Lee Byung-geon, known by his pen name Lee Mal-nyeon or YouTube channel Chimchakman, is scheduled to deliver Olympic news and news from Paris on SBS for the upcoming Paris Summer Olympics.
Choi predicted that legacy media will strengthen collaboration with creators who have gained a significant following online to draw younger audiences.
"As viewers consume content on various platforms, and especially as (streaming) platforms gain popularity among younger generations, broadcasters are strengthening cooperation with YouTubers to keep up with these changes. It's an attempt by the traditional media industry to adapt to changing media consumption trends," he added.