Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively highlight star actors to increase viewer engagement and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively incorporate new genres and experimental formats, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they offer tailored content that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only domestically but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on digital platforms. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with legacy content producers. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of read more Korean TV networks. This strategic alliance helps both parties leverage their advantages, 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 rivaling each other and working together through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide bold and globally targeted content. As synergy and merging between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.