In this chapter, we examine the complex relationship between global streaming platforms and national television traditions through an analysis of Korean drama on Netflix. Challenging both technological deterministic views that see streaming as inherently homogenising and simplified narratives about cultural imperialism, we contend that there is a more nuanced dynamic of disruption and continuity. While Netflix challenges national broadcasters’ audience share and alters traditional power dynamics, it also preserves and amplifies Korean cultural specificity through strategic investments, local creative leadership, and maintenance of distinctly Korean narrative traditions. Through institutional analysis and a detailed examination of the series Hellbound, the chapter demonstrates how streaming platforms enable nationally specific content to reach global audiences while maintaining cultural distinctiveness, revealing more continuity than rupture with television’s historical relationship to national identity.