Global brand opportunities and K-dramas: Product placement on transnational streaming media

Abstract

This content analysis offers a benchmark of product placement (PPL) in eight Korean dramas that earned top viewership on Netflix during the COVID-driven media consumption of 2020 and continued streaming 5 years later. Researchers found 507 labelled products from 78 unique brands, including a heavy presence of brands from 11 non-Korean countries. Automobiles appeared most frequently as a product category, followed by food and beverages. Branded products were often used by primary characters for extended periods of time. Findings add to PPL literature by evaluating non-US over-the-top (OTT) programming with continuing global SVoD viewership and includes explanations of regulation differences in South Korea.