Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively feature star actors to boost ratings and produce dramas that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also internationally. Through these strategies, OTT platforms are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has become fierce. For instance, KBS and a long-established 후후티비2 broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective unique approaches. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide experimental and cross-border content. As synergy and merging between these platforms continue to develop, audiences can expect a wider-ranging and elevated content environment in the future.