Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to increase viewer engagement and produce narratives that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace new genres and innovative storytelling, prioritizing originality and narrative depth over mass appeal. Secondly, they curate customized programming 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 attract subscribers not only within their region but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on digital platforms. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by collaborating with legacy content producers. Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. 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 read more respective unique approaches. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.