Hit after hit: ENA emerges as rising K-drama powerhouse

A scene from ENA's drama 'Climax' / Courtesy of ENA

ENA is on a roll. At a time when concerns are growing over a crisis in TV dramas, the network continues to generate buzz with distinctly original productions. It is moving beyond being a rising contender and stepping into the ranks of a true drama powerhouse.

The network's latest Monday-Tuesday prime-time thriller, "Climax," claimed the No. 1 spot in cultural buzz within just four episodes. According to GoodData Corporation's FUNdex, a domestic media that tracks online buzz, "Climax" topped both the TV and TV-OTT drama categories.

The series also secured the No. 1 position on Disney+ in South Korea for eight consecutive days and led the Korean series category on Watcha Pedia, a local streaming review platform. Broadcast ratings are also on the rise.

Breaking the formula pays off

This success stems from breaking traditional K-drama formulas. While weekend television has long relied on predictable family soaps and prime time miniseries often default to standard romance or revenge thrillers, ENA prioritizes complex character desires and interpersonal conflicts to drive viewer engagement. "Climax" successfully carries the momentum of its predecessor, "Honor," an acclaimed legal drama celebrated for centering on a nuanced female narrative.

A scene from the drama 'Extraordinary Attorney Woo" / Courtesy of ENA

The strategy of prioritizing fresh storytelling over genre conventionalities began with the network's all-time highest-rated series, "Extraordinary Attorney Woo," which featured a fully realized protagonist with autism spectrum disorder. ENA sustained this reliability through a diverse portfolio of recent titles, including the "New Recruit" series, "Tastefully Yours," "Mother and Mom," "Heroes Next Door" and "Ms. Incognito."

Redesiging audience stragety

Structurally, ENA has abandoned the older audiences traditionally targeted by linear broadcasters, pivoting sharply to the 20-49 demographic. This shift toward fast-paced, character-driven material yielded a 27 percent year-on-year viewership growth in this core bracket — the largest increase among Korea's top 10 channels. The shifting tactics on viewership helped the network to enter the Top 7 channel rankings last September and has maintained that tier for seven consecutive months.

To capture this younger demographic, ENA actively leverages short-form video clips on social media. These viral segments generate online word-of-mouth that drives viewers to both traditional linear broadcasts and streaming platforms. By combining unconventional storytelling with a sharp demographic focus, ENA has built a model for success across both broadcast and streaming.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.