Terrestrial dramas have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to boost ratings and produce narratives that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and unique structures, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they provide customized programming that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only domestically but also internationally. Through these strategies, OTT platforms are strengthening their competitiveness in ways website different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on internet-based distribution channels. This effort helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the growth of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain established storytelling and broad accessibility, whereas digital platforms provide bold and cross-border content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.