Online streaming services are evolving beyond simple viewing platforms into arenas for expanding intellectual property. Tving's strategy of designing a single IP across different formats to create "super IP" is gaining attention as a success story.
According to industry sources on March 9, "Show Me the Money 12" and Tving original "Show Me the Money 12: World of Yaksha" are generating explosive popularity through their synergy. "Show Me the Money 12," now at mid-season, ranked first in Good Data Corporation Fundex's fourth week of February TV-OTT integrated non-drama buzz rankings.
The Tving original "World of Yaksha," released two days after each "Show Me the Money 12" broadcast, serves as a "losers' bracket" where eliminated rappers from the "parallel world" compete purely through rap for a chance to return to the main show. The beauty of this structure lies in how the narratives of both worlds were created "separately yet together." "World of Yaksha" provides a complete hip-hop survival narrative while making the main show's storyline more multidimensional.
The narrative connection effect between the two contents has been proven in numbers. Nine out of ten "World of Yaksha" viewers also watched the main "Show Me the Money 12" program, indicating a core fandom. The ratio of "Show Me the Money 12" viewers who chose to watch "World of Yaksha" also steadily increased, rising 195% from the Episode 1 release date to the Episode 5 finale round release date. Both programs ranked first in weekly entertainment category paid subscription contributions for five consecutive weeks, demonstrating powerful synergy within the Tving platform.
While "World of Yaksha" consolidated fandom through connected narratives, the shorts program "World of Yaksha PART2" draws attention for completing content through fan participation. Each week, rappers upload self-filmed short videos to the Tving app, and fans determine survivors through views and "likes." The final five survivors chosen by fans will perform on a special stage during the "Show Me the Money 12" finale, connecting back to the main program once again. While existing audition programs had to use YouTube for video voting, "World of Yaksha PART2" enables watching shorts, pressing "likes," and checking ranking changes all within the Tving app.
Tving stated, "We have established an IP expansion model that flows from main broadcast to spin-off to shorts and back to the main broadcast," adding, "We will continue to leverage OTT platform strengths to expand content IP in various ways."