As the boundaries between online and legacy media blur, popular YouTubers are making inroads into television, marking a shift in media dynamics.

Influential YouTubers with a large number of subscribers, such as Kwak Joon-bin, better known by his YouTube channel KwakTube, are getting roles as the main cast in TV shows.

Kwak, who proved his potential as a TV personality with shows such as ENA’s travel show “World Dice Tour” and Netflix survival game show “Devil’s Plan,” recently signed a contract with SM Entertainment’s broadcasting content-making affiliate SM Culture & Contents (C&C).

SM C&C said it plans to create positive synergies with the popular YouTuber.

“We are pleased to welcome Kwak Joon-bin, a trendy and hot creator who fits the changing times. We look forward to seeing what kind of synergy will be created between SM C&C, an entertainment powerhouse with unrivaled influence, and the content creator,” the company said in a statement.

Kwak, who started his YouTube journey with a video about Azerbaijan in 2018, has amassed over 2 million subscribers thanks to his engaging travel content, introducing different cultures while traveling worldwide.

He was ranked Koreans’ second favorite YouTuber in a Gallup Korea poll that surveyed 1,777 people aged 13 and above from March 22 to April 5, following Park Jung-won, best known by her nickname Tzuyang, a famous YouTuber for her eating show.

Kwak extended his presence beyond YouTube, taking on main roles in “World Dice Tour” and education channel EBS’ food and travel show “Kwak Taxitrip.”

As people’s choices have expanded beyond TV to various streaming services like YouTube and Netflix, creators who have gained popularity on 스포츠 online media channels are now engaging in various activities on mainstream media, crafting a new trend.

Choi Sang-sik, a professor of broadcast content at Suwon Women’s University, said that YouTubers’ entry into broadcasting is one of the prominent media trends in recent years as the boundaries between legacy broadcasting and streaming services are breaking down.

“YouTubers already have a strong fan base online, making it advantageous for broadcasters to cast them to attract new viewers and increase ratings,” the professor said. “The proven popularity and specialized content on platforms like YouTube can have a positive impact on broadcasting as well.”