Content Data Analysis
Netflix Korea Drama Plot Data Analysis & Visualization
22.12.14 - 22.12.16
Tools
Spreadsheet, AppsScript, Excel, Tableau
Role
-
Content Data Analysis
Content Data Analysis
Netflix Korea Drama Plot Data Analysis & Visualization
Netflix Korea Drama Plot Data Analysis & Visualization
22.12.14 - 22.12.16
22.12.14 - 22.12.16
Tools
Tools
Spreadsheet, AppsScript, Excel, Tableau
Role
Role
-
-
What
What
is the problem
is the problem
1 Desk Research
1 Desk Research
There is a common pattern of stories that people prefer, so to know the story competitiveness that K-content can continue to appeal in the global market, we need to categorize and identify popular story structures, but we have not tried them yet.
There is a common pattern of stories that people prefer, so to know the story competitiveness that K-content can continue to appeal in the global market, we need to categorize and identify popular story structures, but we have not tried them yet.
Why
Why
I need to solve it
I need to solve it
Currently, Korean content, especially dramas, is recognized for its value by spreading around the world through the changed media environment called OTT.
In order for K-content to increase its influence in this positive growth, it must focus on the "story" contained in the content itself, not on additional elements such as the environment of the times and marketing.
Based on data thinking, strategic storytelling should be developed by categorizing popular stories, free from the bias that "stories cannot be standardized.”
Currently, Korean content, especially dramas, is recognized for its value by spreading around the world through the changed media environment called OTT.
In order for K-content to increase its influence in this positive growth, it must focus on the "story" contained in the content itself, not on additional elements such as the environment of the times and marketing.
Based on data thinking, strategic storytelling should be developed by categorizing popular stories, free from the bias that "stories cannot be standardized.”
How
How
to solve it
to solve it
I refined and analyzed Netflix's Top 10 data, which has the largest number of subscribers among OTT platforms, so I categorized popular stories by matching them with 'plots' and analyzed how plots are consumed to summarize the characteristics of popular stories in K-content.
I refined and analyzed Netflix's Top 10 data, which has the largest number of subscribers among OTT platforms, so I categorized popular stories by matching them with 'plots' and analyzed how plots are consumed to summarize the characteristics of popular stories in K-content.
2 Data Collecting
2 Data Collecting
This data is raw data that summarizes the top 10 weekly rankings officially provided by Netflix. It contains about a year and five months of ranking information from the day the data collection began to the day I started searching and refining the data.
Start Date of Data Collecting: 2021.07.04
End Date of Data Collecting: 2022.12.06
The number of Raw Data: 138341 row
This data is raw data that summarizes the top 10 weekly rankings officially provided by Netflix. It contains about a year and five months of ranking information from the day the data collection began to the day I started searching and refining the data.
Start Date of Data Collecting: 2021.07.04
End Date of Data Collecting: 2022.12.06
The number of Raw Data: 138341 row
3 Data Refining and Analyzing
3 Data Refining and Analyzing
1️⃣ Change column name in Korean
2️⃣ Change the english drama title in Korean
3️⃣ Delete all but “South Korea” country name
4️⃣ Delete all movies, foreign dramas, and animations among categories. To delete the entire row containing a specific cell value, I entered a simple JavaScript code in AppsScript.
5️⃣ As for the data, only the ranking of the drama is indicated, and data such as the exact number of viewers are not disclosed, so I tried to derive the total ranking by allocating scores based on the ranking as follows and adding them up when accumulated.
Ex. Top 1 = 10 points
Top 2 = 9 points
Top 3 = 8 points
.
.
Top 10 = 1 point
1️⃣ Change column name in Korean
2️⃣ Change the english drama title in Korean
3️⃣ Delete all but “South Korea” country name
4️⃣ Delete all movies, foreign dramas, and animations among categories. To delete the entire row containing a specific cell value, I entered a simple JavaScript code in AppsScript.
5️⃣ As for the data, only the ranking of the drama is indicated, and data such as the exact number of viewers are not disclosed, so I tried to derive the total ranking by allocating scores based on the ranking as follows and adding them up when accumulated.
Ex. Top 1 = 10 points
Top 2 = 9 points
Top 3 = 8 points
.
.
Top 10 = 1 point
6️⃣ I left the ranking, weekly, and scores by ranking to know the popular story on Netflix Korea, and deleted the same meaningless country name and country name abbreviation as South Korea.
7️⃣ In the season system, the fact that certain dramas continue to be aired with different seasons was considered meaningful to the judgment of popularity, so the same dramas were accumulated and added up the scores without distinguishing the seasons.
6️⃣ I left the ranking, weekly, and scores by ranking to know the popular story on Netflix Korea, and deleted the same meaningless country name and country name abbreviation as South Korea.
7️⃣ In the season system, the fact that certain dramas continue to be aired with different seasons was considered meaningful to the judgment of popularity, so the same dramas were accumulated and added up the scores without distinguishing the seasons.
8️⃣ This is the view of the sheet in which the score values for each ranking are combined using the pivot table, and the title is listed in the order in which the SUM value of the score is large.
The total number of dramas that ranked in the top 10 in the collected data was 76, and the score was overwhelmingly high, with first-place <슬기로운 의사생활(Hospital Playlist:Wise Doctor Life)> scoring 263 points, with a 141-point difference from second-place <우리들의 블루스(Our Blues)>.
The data is organized in a green column next to the data, which helps figure out the plot of the drama, such as genre, series characteristics, and introduction provided by Netflix.
The yellow column is also genre information provided by the Namuwiki site, which the public refers to when understanding drama information, and data on features other than that, which also helps in determining the plot.
9️⃣ For dramas from the 1st to the 20th, the corresponding plots were organized using information from green and yellow columns. At this time, plot data were assigned to the dramas based on 20 plots based on the content of Ronald B. Tobias' book <20 Master Plots And How To Build Them>.
Ex. Plot ‘Transformation’
: Unlike metamorphosis, it includes not appearance but inner changes, small and large changes that protagonists go
through various stages of life, learning through changes experienced by experience, bright and dark aspects of
identity.
8️⃣ This is the view of the sheet in which the score values for each ranking are combined using the pivot table, and the title is listed in the order in which the SUM value of the score is large.
The total number of dramas that ranked in the top 10 in the collected data was 76, and the score was overwhelmingly high, with first-place <슬기로운 의사생활(Hospital Playlist:Wise Doctor Life)> scoring 263 points, with a 141-point difference from second-place <우리들의 블루스(Our Blues)>.
The data is organized in a green column next to the data, which helps figure out the plot of the drama, such as genre, series characteristics, and introduction provided by Netflix.
The yellow column is also genre information provided by the Namuwiki site, which the public refers to when understanding drama information, and data on features other than that, which also helps in determining the plot.
9️⃣ For dramas from the 1st to the 20th, the corresponding plots were organized using information from green and yellow columns. At this time, plot data were assigned to the dramas based on 20 plots based on the content of Ronald B. Tobias' book <20 Master Plots And How To Build Them>.
Ex. Plot ‘Transformation’
: Unlike metamorphosis, it includes not appearance but inner changes,
small and large changes that protagonists go through various stages of
life, learning through changes experienced by experience, bright and
dark aspects of identity.
8️⃣ This is the view of the sheet in which the score values for each ranking are combined using the pivot table, and the title is listed in the order in which the SUM value of the score is large.
The total number of dramas that ranked in the top 10 in the collected data was 76, and the score was overwhelmingly high, with first-place <슬기로운 의사생활(Hospital Playlist:Wise Doctor Life)> scoring 263 points, with a 141-point difference from second-place <우리들의 블루스(Our Blues)>.
The data is organized in a green column next to the data, which helps figure out the plot of the drama, such as genre, series characteristics, and introduction provided by Netflix.
The yellow column is also genre information provided by the Namuwiki site, which the public refers to when understanding drama information, and data on features other than that, which also helps in determining the plot.
9️⃣ For dramas from the 1st to the 20th, the corresponding plots were organized using information from green and yellow columns. At this time, plot data were assigned to the dramas based on 20 plots based on the content of Ronald B. Tobias' book <20 Master Plots And How To Build Them>.
Ex. Plot ‘Transformation’
: Unlike metamorphosis, it includes not
appearance but inner changes, small and large
changes that protagonists go through various
stages of life, learning through changes
experienced by experience, bright and dark
aspects of identity.
🔟 Based on the data from each corresponding plot, again based on the plot, I organized which plots were used a lot in recent popular dramas.
As a result, ‘Love' plots were the most common at 14, followed by 'Transformation' plots at 10. Based on the data derived through this plot-based analysis, the visualization was conducted with Tableau.
🔟 Based on the data from each corresponding plot, again based on the plot, I organized which plots were used a lot in recent popular dramas.
As a result, ‘Love' plots were the most common at 14, followed by 'Transformation' plots at 10. Based on the data derived through this plot-based analysis, the visualization was conducted with Tableau.
4 Data Visualization and Result
4 Data Visualization and Result
4 main characteristics appeared after analyzing the data by paying attention to the patterns of use of the plots.
4 main characteristics appeared after analyzing the data by paying attention to the patterns of use of the plots.
The 'Love' plot is mainly used with the 'Transformation' plot.
: Protagonists' various levels of love (lover, friendship, family love, and humanity) and their inner growth through conflicts have been the main recent narrative. The main keyword is "healing.”
<Squid Game> and <D.P.>, which commonly use the plot of ‘Discovery’ to accuse the dark side and problems of society, also have a common plot of ‘Wretched Excess.’
: This reveals that it is most effective to show the audience's sympathy by maximizing the brutality by assuming a 'terrible extreme situation' for the accusation of society's absurdity.
The 'Love' plot is mainly used with the 'Transformation' plot.
: Protagonists' various levels of love (lover, friendship, family love, and humanity) and their inner growth through conflicts have been the main recent narrative. The main keyword is "healing.”
<Squid Game> and <D.P.>, which commonly use the plot of ‘Discovery’ to accuse the dark side and problems of society, also have a common plot of ‘Wretched Excess.’
: This reveals that it is most effective to show the audience's sympathy by maximizing the brutality by assuming a 'terrible extreme situation' for the accusation of society's absurdity.
In Korea, the preference for ‘Love’ and ‘Transformation’ plots continues, and related works are ranked at the top of the list, while <Squid Game>, which entered Hollywood and received great attention from the main content stream, remains ranked 9th.
: As such, it can be assumed that <Squid Game>’s lower-than-expected domestic ranking compared to foreign popularity is because extreme plots such as 'Wretched Excess' are more preferred in Hollywood than in Korea.
The story-type phenomenon of recent Korean dramas observed throughout all 20 plots is that dramas with multiple types of plots at the same time are more popular than single-story content, and most of them have an overwhelming number of plots centred on "characters" among the two plots centred on characters or actions.
: Taken together, it can be seen that recent popular dramas focus on telling complex human lives by dealing with multiple stories simultaneously rather than a single story.
In Korea, the preference for ‘Love’ and ‘Transformation’ plots continues, and related works are ranked at the top of the list, while <Squid Game>, which entered Hollywood and received great attention from the main content stream, remains ranked 9th.
: As such, it can be assumed that <Squid Game>’s lower-than-expected domestic ranking compared to foreign popularity is because extreme plots such as 'Wretched Excess' are more preferred in Hollywood than in Korea.
The story-type phenomenon of recent Korean dramas observed throughout all 20 plots is that dramas with multiple types of plots at the same time are more popular than single-story content, and most of them have an overwhelming number of plots centred on "characters" among the two plots centred on characters or actions.
: Taken together, it can be seen that recent popular dramas focus on telling complex human lives by dealing with multiple stories simultaneously rather than a single story.
Top
Title
Album
Artist
Time
If you
©Jimin
20:01
want to hear
Holly
03:15
more about me..
Medium
Lee
20:25
Title
Album
Artist
Time
If you
©Jimin
20:01
If you
©Jimin
20:01
want to hear
Holly
03:15
want to hear
Holly
03:15
more about me..
Medium
Lee
20:25
more about me..
Medium
Lee
20:25
Title
Album
Artist
Time
If you
©Jimin
20:01
If you
©Jimin
20:01
want to hear
Holly
03:15
want to hear
Holly
03:15
more about me..
Medium
Lee
20:25
more about me..
Medium
Lee
20:25