Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce narratives 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 offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and artistry over mass appeal. Secondly, they offer tailored content that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only domestically but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This effort helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of new media services is check here reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide bold and cross-border content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and elevated content environment in the future.