Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences get more info evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to increase viewer engagement and produce television series that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they curate personalized selections that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only in their home country but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing produced series on online services. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by working alongside legacy content producers. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective unique approaches. network-produced content maintain established storytelling and broad accessibility, whereas OTT services provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to expand, audiences can expect a richer and enhanced content environment in the future.