Lunar New Year Shakes Up K-Drama Ratings Battle

The post-Lunar New Year K-drama landscape looks different than anyone expected. The week of February 16-22, 2026 delivered surprising shifts in viewership that reveal how Korean audiences are changing their watching habits.

When Holidays Become Game-Changers

tvN's decision to pause their Monday-Tuesday slot during Lunar New Year festivities seemed like standard holiday programming. But this strategic break created ripple effects across the entire drama ecosystem. While families gathered for traditional celebrations, the competitive dynamics shifted in unexpected ways.

The most telling changes came from established shows losing momentum. Both Honour and Our Universe, which had been riding high in previous weeks, saw their ratings dip. This wasn't just a holiday blip—it suggests viewers are becoming more selective about which stories deserve their continued attention.

Meanwhile, weekend programming proved resilient. In Your Radiant Season managed a respectable premiere, demonstrating that appetite for new content remains strong, even during family-focused holiday periods.

The Power of Satisfying Conclusions

Perhaps the week's most significant story was the strong exit performance of both To My Beloved Thief and Positively Yours. These series finales drew substantial audiences, proving that Korean viewers still value narrative closure and are willing to invest in seeing stories through to completion.

This trend reflects something deeper about K-drama consumption patterns. Unlike the binge-watching culture that dominates Western streaming, Korean audiences maintain a ritualistic relationship with weekly episodes. They're not just consuming content—they're participating in a shared cultural experience that builds over time.

To My Beloved Thief, in particular, represents a fascinating case study. Despite a quiet start, the series built genuine emotional investment through consistent storytelling, culminating in a finale that rewarded viewer loyalty.

Shifting Standards in the Streaming Age

The ratings fluctuations this week signal a broader evolution in how K-dramas succeed. The traditional model of explosive premieres followed by gradual decline is being challenged. Shows like Honour and Our Universe discovered that early buzz doesn't guarantee sustained viewership.

This shift reflects increasingly sophisticated audience expectations. Korean viewers, now accustomed to global content standards, demand both immediate engagement and long-term narrative satisfaction. They're quicker to abandon shows that don't deliver consistent quality, but more likely to champion series that respect their investment.

The success of new premiere In Your Radiant Season suggests there's still appetite for fresh stories, but the bar for execution has risen significantly. First impressions matter, but they're no longer enough.