Seen in this photo is the poster for the 16-episode drama, "Friendly Rivalry," which has 30-minute episodes. / Courtesy of U+Mobile TV

Dramas and variety shows with 30-minute episodes are increasing in number, offering a new type of content that serves as a "meal companion." These shows are designed to be watched while eating, ending just as a meal finishes.

Mid-length content, called "midform," is expanding its presence between traditional long-form content of around an hour and short-form content of under 10 minutes.

The psychological thriller drama "Friendly Rivalry," released on Feb. 10 by U+Mobile TV, consists of 16 episodes, each running for 30 minutes.

This marks a shift from the dominant trend of 60- to 90-minute dramas. Other streaming platforms have also been producing midform dramas in recent years, such as Netflix's "Chicken Nugget" (2024), Wavve's "One Day Off" (2023) and Tving's "Work Later, Drink Now" (2021-22), all with episodes around 30 minutes long.

Terrestrial broadcasters are also joining the midform trend. KBS plans to introduce a 30-minute drama format for the first time this year.

The sitcom "Villains Everywhere," with 30-minute episodes, premieres on March 19. Courtesy of KBS

Starting next month, it will air two back-to-back episodes of the sitcom "Villains Everywhere" on Wednesday and Thursday nights, replacing the usual hourlong drama slots.

This shift reflects the growing emphasis on "time-to-satisfaction ratio," as global short-form content of just one to two minutes per episode has surged in popularity. Many viewers now find 60-minute dramas too long.

Kim Young-jo, head of KBS's drama division, said, "We are adapting to younger audiences who prefer shorter content. We will first experiment with 30-minute episodes, and once we gain more experience, we may attempt sitcoms in the 20-minute range, similar to those in the U.S."

Shorter variety shows are also emerging. Netflix's new variety show "Screwballs," released on Feb. 23, runs for 26 to 27 minutes per episode. Featuring the cast of KBS's "Beat Coin" (2022-24), "Screwballs" is considered a de facto second season of the show but with shorter episodes.

The variety show "Screwballs" runs for 26 to 27 minutes per episode. Courtesy of Netflix

Another new Netflix variety show, "Newbie in the Club," which premiered on Monday, has 24- to 25-minute episodes. Upcoming Netflix variety shows, including "Try? Choo-ry!" and "K-Foodie Meets J-Foodie," are also midform content.

Compared to Netflix's flagship variety shows, such as the "Single's Inferno" and "Physical: 100" series, or last year's hit "Culinary Class Wars," which had episodes running for 60 to 90 minutes, these new releases are significantly shorter.

Netflix described this wave of short, lighthearted variety shows as "fun and easy-to-watch entertainment perfect for commutes and mealtimes."

With the rise of single-person households and solo dining, streaming platforms are now targeting audiences who prefer bite-sized content while eating alone.

However, experts say it is too early to declare midform content a dominant trend.

"Shows with a narrative structure, like dating programs, still tend to be longer, while variety shows that highlight characters or adopt YouTube-style formats are shifting toward midform," pop culture critic Kim Gyo-seok said. "The diversity in show formats and episode lengths will continue to evolve."

The variety show "Newbie in the Club" runs for 24 to 25 minutes per episode. Courtesy of Netflix

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