After dramas, is Netflix coming for TV variety shows?
Canceled TV network show gains huge popularity on Netflix after being revived
A revamped version of a canceled broadcast TV show is gaining huge popularity after its adoption by Netflix.
The show's success may indicate a broader shift from television networks to streaming platforms, with entertainment programs joining dramas in migrating off traditional TV.
Netflix's "Screwballs," widely regarded as the successor to Korean Broadcasting System's variety show "Beat Coin," has joined the list as one of the most popular Korean entertainment shows on Netflix as of March.
KBS' "Beat Coin" aired from 2022 to 2023 on television before the broadcaster decided to cancel it due to consistently low viewership ratings in the 1 percent range. The show featured Korean entertainment staples Hong Jin-kyung, Kim Sook and Jo Se-ho, alongside model Joo Woo-jae and singer Wooyoung, taking on challenges dictated by coin flips.
Despite its low ratings on television, "Beat Coin" was popular on other platforms for its cast chemistry and entertaining episodes. The show performed well on the streaming platform Wavve, where it topped KBS' non-drama category for 28 weeks between May 8 and Nov. 13, 2023.
Because the show's popularity was not fully reflected in its TV ratings, its cancellation sparked a backlash, with fans even staging truck protests against KBS' decision.
Recognizing its popularity in the streaming space, Netflix revived the show in 2025 under the new title "Screwballs," retaining the original cast and producer. Since its premiere on Feb. 23, "Screwballs" has gained significant traction, ranking second among South Korea's top 10 shows in its first week.
'Screwballs' is one of Netflix's new attempts initiated this year to expand its entertainment show lineup.
In February, Netflix Korea launched a new initiative to release five original variety shows, featuring shorter episodes and star-studded casts.
Departing from its usual blockbuster-style variety shows such as "Physical: 100" and "Culinary Class Wars," Netflix Korea is now producing more compact entertainment programs with reportedly lower budgets.
The lineup includes "The Blank Menu for You," starring star chef Choi Kang-rok and YouTuber Moon Sang-hoon; "Newbie in the Club," featuring variety show veteran Defconn; "Try? Choo-ry!," starring Choo Sung-hoon; "K-foodie Meets J-foodie," a culinary show with Sung Si-kyung and Japanese actor Yutaka Matsushige of "Solitary Gourmet" fame; and "Screwballs."
New episodes of these shows are released weekly, with Netflix aiming to provide fresh content every weekday. According to Netflix, the goal is to offer a diverse selection that caters to varying viewer preferences.
'We believe that satisfying diverse tastes requires an equally varied content lineup. That's why we are exploring various formats, episode lengths and structures. Through these flexible approaches, we aim to deliver light and enjoyable daily entertainment,' a Netflix official stated.
Traditional broadcasters still maintain a strong hold on the non-drama content market.
According to Fundex data from March 5, three of the top 10 most buzzworthy dramas were Netflix series, while the rest were from broadcasters. However, for non-drama content, all of the top 10 most buzzworthy shows came from traditional broadcasters.
Despite this trend, experts suggest that Netflix's expansion into variety programming could challenge Korean broadcasters.
'It's possible that more competitive variety shows will move to Netflix, or, as with dramas, that it will become harder for terrestrial broadcasters to produce large-scale variety programs. However, this remains to be seen,' said an industry insider who spoke on condition of anonymity.
According to the insider, Netflix's new venture could benefit Korea's content ecosystem as a whole.
'Regardless of its impact on broadcasters, I don't think Netflix's approach is necessarily harmful to Korea's production ecosystem. With more production companies gaining access to Netflix, they can use it as a launching pad for variety shows that could later be distributed elsewhere. Rather than Netflix monopolizing the space, it could lead to greater diversity in variety programming across different platforms,' he added.
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