성숙기 OTT 시장에서의 넷플릭스의 한국 오리지널 로컬 전략 연구: <폭싹 속았수다>를 중심으로

As the global over-the-top (OTT) industry enters a mature phase, content strategies adopted by major platforms are undergoing significant transformation. This study examines how Netflix positions Korean original content as a strategic asset within this changing environment, focusing on the Korean original series When Life Gives You Tangerines. While previous studies have emphasized the global circulation and genre-based universality of Korean content, this research highlights the strategic value of intensified locality through the concept of “hyper-local content.” To this end, the study employs a qualitative case study approach, examining changes in the global OTT competitive environment, Netflix’s localization strategies, and comparative cases of Japanese original productions. The findings suggest that When Life Gives You Tangerines operates not primarily as a globally optimized hit, but as a strategic asset that strengthens user retention and emotional engagement in the mature Korean market, while also functioning as a selectively consumed differentiated offering in certain overseas regions. By identifying the multi-layered roles of hyper-local content, this study expands the analytical scope of research on global OTT localization strategies.