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 leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is developing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively highlight star actors to attract audience interest and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with website long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate tailored content that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also internationally. Through these methods, OTT services are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on digital platforms. This strategy helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide genre-defying and internationally appealing content. As synergy and integration between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.