Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively cast star actors to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from network-based television. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing originality and artistry over broad popularity. Secondly, they provide tailored content that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only in their home country but also internationally. Through these approaches, OTT services are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on online services. This strategy helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by working alongside legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network click here TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced media landscape in the future.