The year 2025 was one of the richest and most exciting yet for OTT platforms, with hit after hit capturing public attention from start to finish. Beginning with Newtopia on Coupang Play and ending with Dear X on TVING, the season delivered a lineup of standout originals that kept viewers glued to their screens.
Coupang Play opened the year with the original series Newtopia, starring Park Jung‑min and Jisoo. The show tells the story of soldier Jaeyoon and girlfriend Youngjoo racing across a zombie‑infected Seoul toward each other. Newtopia made an immediate impact, entering the top 10 for buzz in its first week and earning praise for both quality and mass appeal.
It wasn’t just dramas that thrived. Variety content also made strong showings. The makeup survival show Just Makeup, hosted by Lee Hyori, held the No.1 spot on Coupang Play for five consecutive weeks, demonstrating serious audience interest. In addition, original programs like Shooting Stars, featuring retired soccer players, continued to attract viewers and solidify Coupang Play’s strength in variety.
By year’s end, TVING took the spotlight with Dear X, starring Kim Yoo‑jung, which dominated both domestic and international OTT rankings. Dear X follows Baek Ah‑jin (played by Kim Yoo‑jung), a woman wearing a mask in a desperate bid to rise out of “hell,” and the brutal trials faced by the people she leaves behind. The series led for four weeks in new subscriber contribution among all series and generated strong global momentum. On Rakuten Viki in the U.S., it held No.1 for four consecutive weeks, while on Disney+ Japan, it peaked at No.3. TVING also leaned into webtoon adaptations like Spirit Fingers, using proven IP to bolster viewer engagement through familiar storylines and well‑crafted narratives.
Wavve, on the other hand, faced a tougher year. Its July release S Line debuted strong, topping drama viewership and new paid sign‑ups for three weeks and becoming Wavve’s most successful title in the first half of the year. However, mixed reactions to its finale stalled its momentum. Other originals, including LOVE.exe, struggled to match the buzz of rival platforms, leaving Wavve with fewer standout hits despite strong efforts.
Overall, the 2025 OTT landscape was defined by wide disparities in platform success, but a winning year for viewers thanks to a wealth of high‑quality content. Coupang Play and TVING solidified their competitive edge with major originals, while Wavve sees room for growth in the year ahead.
Looking toward 2026, webtoon‑based adaptations are expected to remain strong, and investment in new genre experiments appears poised to increase. With competition heating up, anticipation for next year’s OTT offerings is higher than ever.
Sources: Naver
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