Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they offer tailored content that caters to specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing broadcast content on digital platforms. This effort helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective market tactics. Terrestrial dramas maintain classic formats and broad more info accessibility, whereas OTT services provide genre-defying and globally targeted content. As collaboration and merging between these platforms continue to grow, audiences can expect a wider-ranging and enriched content environment in the future.