Idol Variety Shows Evolve Through Self-Produced Content

Idol entertainment personalities are no longer created solely by broadcasting stations. Instead, relationships are first built through official YouTube channels and proprietary content, individual character traits are defined, and memes for fans to engage with are developed. The era when broadcast variety shows discovered an idol’s appeal has given way to a new phase where idols themselves create their own entertainment platforms.

Recently, TWS released “Hwanseung Roommate” as part of its own content series “TWS.” Parodying the format of popular romance reality shows, this content features the group’s actual roommates—Shinyu and Youngjae, Dohoon and Jihoon, Hanjin and Kyungmin—as they act as each other’s “X” and search for new roommates. Laughter arises from the awkwardness, lingering feelings, and jealousy between roommates rather than romantic emotions. What makes “Hwanseung Roommate” interesting is that it goes beyond simple parody. Although it borrows familiar elements from romance variety shows, what is actually shown is the relationship dynamics among TWS members. Who is upset with whom, which pair gets along best, and how the members accept one another are all revealed naturally. What would have been a brief episode in a broadcast variety show becomes a cohesive concept within their proprietary content.

SEVENTEEN’s own variety show “Going SEVENTEEN” introduced formal entertainment formats starting in 2019, evolving into another signature brand for the group. By handling various formats such as mystery, horror, skits, games, and parodies of old variety shows, it has established itself as a web variety show appealing not only to fans but also to general viewers. As of last year, “Going SEVENTEEN” had produced over 200 episodes, with the cumulative view count for related content exceeding 1.5 billion. The significance of SEVENTEEN’s example lies in how its proprietary content grew from simple behind-the-scenes footage into a full-fledged entertainment IP. Initially, it focused on showing album preparation and behind-the-scenes moments, but over time it developed its own independent web variety show structure. Now, “Going SEVENTEEN” serves as an entry point for those unfamiliar with SEVENTEEN, allowing them to become fans through the variety content rather than music first.

LE SSERAFIM’s “LENIVERSE” is another example of how proprietary content shapes a group’s character. Unlike their strong performance image on stage, their own variety shows showcase the members’ silly sides, competitive spirits, and teamwork. This creates a dual image: a solid team on stage and a fun, close-knit team in their self-produced content. Fans enjoy this contrast, while the group gains a more intimate side outside of music. MONSTA X’s “Mon Mok-eo-do Go” follows a similar pattern. A group known for powerful performances and a masculine stage image displays a more casual side through content like eating shows, games, and travel vlogs. For groups with long-lasting fanbases, such proprietary content is particularly important.