Netflix is Revolutionizing K-Variety—And It’s Perfect for Mealtime Binge-Watching

Originally part of Beat Coin, a now-defunct KBS variety show, the cast and production team reunited to create Screwballs—a show that was overlooked by traditional broadcasting but is now being hailed as the "second coming of Infinite Challenge." The dramatic shift in reception has sparked reactions like "Netflix adopted the variety show KBS abandoned."

Netflix’s Takeover: From Seasonal Shows to Weekly Variety

Netflix is no longer just about seasonal reality content—it’s now taking over traditional weekly variety shows. In a strategic move, the streaming giant has introduced a five-day-a-week variety lineup, mimicking the regular programming of broadcast TV.

Since February 22, Netflix has rolled out five new variety shows, each airing on a different day, just like traditional TV programming:

Monday: 'Newbie in the Club' – Defconn explores various hobby communities.

Wednesday: 'Try? Choo-ry!' – MMA fighter Choo Sung-hoon makes his hosting debut in this talk show.

Thursday: 'K-foodie Meets J-foodie' – Sung Si-kyung and Matsushige Yutaka travel between Korea and Japan, uncovering hidden gem restaurants.

Saturday: 'The Blank Menu for You'– A cooking talk show hosted by chef Choi Kang-rok and YouTuber Moon Sang-hoon.

Sunday: 'Screwballs' – The highlight of Netflix’s variety experiment, bringing back the chaotic humor of old-school variety shows.

The Evolution of Netflix Variety Shows

Unlike previous Netflix variety shows, which took over a year to produce and required massive budgets, this weekly format is leaner and faster. Each episode runs for about 30 minutes, significantly shorter than the 70-80 minute episodes typical of traditional TV. Production costs have also been reduced to TV-level or even lower budgets.

Netflix explained that this new format reflects rapidly changing viewer habits and aims to cater to a wider range of preferences.

‘Screwballs’: From 1% Ratings to Global Sensation

The biggest success story from this new lineup is Screwballs. Despite struggling on KBS with single-digit ratings, the show immediately hit No.1 on Netflix’s charts upon release.

Producer Park In-seok, who left KBS after the cancellation of Beat Coin, initially pitched an eight-episode seasonal format to Netflix. However, Netflix countered with an even bolder idea—turning it into a weekly show.

With the shorter 20-30 minute runtime, the production scale also shrunk, allowing for a more relaxed, free-spirited format. Park noted, "Netflix offers a more flexible environment where the cast can truly let loose, without the pressure of ratings or advertisers."

Why Is Netflix Going All-In on Weekly Variety?

Netflix’s push into weekly programming isn’t just about variety expansion—it’s a strategic move to increase user retention and ad revenue. Since launching its ad-supported tier in 2022, Netflix has focused on boosting viewing hours—because more watch time means more ad exposure and revenue. In Q4 of 2023, Netflix’s ad-tier subscribers grew by 30% from the previous quarter. Over 55% of new subscribers opted for the ad-supported plan. Regular weekly content means users visit Netflix more frequently, increasing overall engagement. By adopting a TV-style weekly format, Netflix is not just competing with traditional broadcasters—it’s taking on YouTube, the king of short-form engagement.

A New Battle: Netflix vs. YouTube?

Netflix’s new strategy is also reflected in its production choices. Many of these variety shows are created by former TV network producers, but their formats are shifting toward YouTube-style content—shorter, snappier, and tailored for casual viewing.

For instance The Blank Menu for You is produced by TEO, the company founded by former Infinite Challenge PD Kim Tae-ho. K-foodie Meets J-foodie is handled by Studio Modak, created by former tvN producers. Newbie in the Club is directed by Kim Jae-won and Park Su-ji, the PDs behind Netflix’s hit Single’s Inferno.

Netflix is even marketing these shows as "meal-time entertainment", directly positioning them against YouTube’s bite-sized content. The casting of YouTube-savvy personalities like Moon Sang-hoon, Sung Si-kyung, and Choo Sung-hoon further signals Netflix’s intent to challenge YouTube’s dominance.

While some industry insiders believe that TV and OTT audiences have already diverged, others warn that Netflix’s growing influence could disrupt the variety show industry—just as it did with K-dramas.

One TV producer commented, “Broadcast TV has been losing ground to streaming for years. While this shift isn’t necessarily a direct threat, we could see a repeat of what happened with K-dramas—higher budgets, rising talent costs, and an industry-wide shakeup.”

Netflix once revolutionized film and drama production. Now, it’s doing the same for variety shows. As failed TV programs find a second life on streaming, the boundaries between traditional broadcasting and OTT are blurring faster than ever. With its latest move, Netflix isn’t just competing with TV networks—it’s setting its sights on YouTube.

The Big Question: Can Netflix Really Replace TV Variety Shows? Or Will It Become the Next YouTube? As the industry shifts, one thing is clear: Netflix is no longer just a content provider—it’s becoming a game-changer in the global media landscape.