Travel content creator Kwak Jun-bin (left), known for his YouTube channel “KwakTube,” speaks during a ceremony marking the 23rd anniversary of the opening of Incheon International Airport at Incheon International Airport’s Terminal 1 on March 29. Kwak and Park Jae-han (right), known for his YouTube channel “Pani Bottle,” were appointed honorary ambassadors for South Korea’s flagship airport. Photo by The Korea Times/Shim Hyun-cheol
Baek Byung-yeol
As the lines between online and traditional media become blurred, popular YouTubers are moving into television, changing the dynamics of media.
Influential YouTubers with large subscriber bases, such as Kwak Jun-bin of the YouTube channel “KwakTube,” have landed lead roles in TV shows.
Having proven his potential as a talent through appearances in ENA’s travel show “World Dice Tour” and Netflix’s survival game show “Devil’s Plan,” Kwak recently signed a contract with SM Culture & Contents (C&C), SM Entertainment’s broadcasting content production subsidiary.
SM C&C said it plans to create positive synergy with the popular YouTuber.
In a statement, the company said, “We are pleased to welcome Kwak Jun Bin, a trendy and hot creator who has adapted to the changing times. We look forward to seeing what kind of synergy will be created between SM C&C, an entertainment powerhouse with unparalleled influence, and content creators.”
Kwak began his YouTube career in 2018 with videos about Azerbaijan, and has since gained more than 2 million subscribers thanks to his engaging travel content showcasing different cultures from his travels around the world.
In a Gallup Korea poll conducted among 1,777 people aged 13 and above from March 22 to April 5, he was ranked as Korea’s second-most favorite YouTuber, behind only Park Jeong-won, a YouTuber known by the nickname “Tsuyang” who is famous for his eating contests.
Kwak has expanded his presence beyond YouTube with starring roles in “World Dice Tour” and the food and travel show “Kwak Taxi Trip” on educational channel EBS.
As people’s options expand beyond television to include various streaming services such as YouTube and Netflix, creators who gained popularity on online media channels are expanding into various activities in mainstream media, creating new trends.
Choi Sang-sik, a professor at Suwon Women’s University’s Department of Broadcasting Content, said YouTubers’ entry into the broadcasting industry is one of the notable media trends in recent years as the boundaries between traditional broadcasting and streaming services are beginning to blur.
“YouTubers already have a strong online fanbase, so broadcasters have an advantage in attracting new viewers and boosting ratings by using them,” he said. “The popularity and specialized content demonstrated on platforms like YouTube could have a positive impact on broadcasting.”
YouTuber Tsuyang appeared on MBC TV’s talk show “Radio Star” on September 13, 2023. Courtesy of MBC
YouTubers’ entry into traditional media is particularly evident in travel and food shows.
Besides Kwak, other travel YouTubers Park Jae-han, known by his channel name “Panibottle,” Wonji, whose real name is Lee Won-ji, and Park Jae-il, known for his travel channel “Channel Korean Jay,” have appeared on various travel programs and talk shows.
In the food show genre, besides Tzuyang, Cha Hee Jae, known by her nickname and YouTube channel “Hibab,” and Kim Mi Kyung, who goes by the nickname “Haetonim,” have both enjoyed huge popularity on air and online.
YouTuber Jung Seok-jae, who provides easy-to-understand explanations of the economy and world affairs to his viewers, is another who balances his activities between traditional and online media. Known by his nickname “Shukha” and his YouTube channel “Shukha World,” Jung has 3.29 million subscribers. A former prop trader and fund manager, Jung uses his extensive knowledge of economics to provide viewers with easy-to-understand information on the economy, current affairs, and history.
Cartoonist Lee Byung-gon, known by his pen name “Lee Mal-nyeong” or his YouTube channel “Jimjakman,” appeared on the broadcasting station SBS’s YouTube channel on July 8. Lee will be flying to Paris during the Olympics, which will run from this month to August, to report on the news of the Paris Summer Olympics and the city’s inner workings. Captured from SBS’s YouTube channel
Some YouTubers are not only using their skillful speaking skills to participate in talk shows but also in sports channel broadcasts. Cartoonist Lee Byung-gon, known by his pen name “Lee Mal-nyeong” and his YouTube channel “Jimchakman,” will be reporting on Olympic news and local news in Paris on SBS ahead of the upcoming Paris Summer Olympics.
Choi predicted that traditional media will strengthen collaborations with creators who have a large online following in order to attract younger audiences.
“As viewers consume content across different platforms and (streaming) platforms become more popular, especially among the younger generation, broadcasters are stepping up their collaboration with YouTubers to keep up with these changes. This is an attempt by the traditional media industry to adapt to changing media consumption trends,” he added.
