Celebrities are gathering on YouTube instead of traditional promotion channels like TV entertainment programs. Some even appear on YouTube channels (such as “Channel 15ya”) with other artists from the same agency (BH Entertainment, Artist Company, Starship Entertainment, etc.) despite difficulties in coordinating schedules. One reason for this trend is that the target audience, those in their 20s and 30s, prefers YouTube over TV. However, some interpret this as a shift in the power structure between terrestrial broadcasting stations and YouTube.
According to a management official, “The priority has changed so much that we propose YouTube programs before terrestrial main programs such as JTBC’s ‘Knowing Bros’ or SBS’s ‘Running Man’.” In other words, there are no suitable TV programs for celebrities to appear on anymore. One can easily see this by looking at current TV entertainment programs.
The atmosphere that undervalued YouTube appearances has clearly changed. In the case of “The MMTG Show,” after actress Yoon Yeo-jung appeared for the promotion of the 2021 movie “Minari,” an image of a “risk-free channel” was established among actors. Rumour has it that Yoon Yeo-jung’s compliment to the host, “I know a lot about interviews and I’ve studied a lot. I worked so hard,” left a deep impression on many actors.