Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network 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 network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively cast celebrity performers to boost ratings and produce dramas that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide tailored content that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also internationally. Through these methods, OTT services are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on online services. This effort helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their read more respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide genre-defying and globally targeted content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a richer and enhanced entertainment experience in the future.