Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies click here of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to increase viewer engagement and produce narratives that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, 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 strategies distinct from network-based television. Firstly, they actively adopt new genres and experimental formats, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they curate personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on online services. This initiative helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties maximize their potential, 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 competing and working together through their respective unique approaches. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enriched entertainment experience in the future.