Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively cast celebrity performers to attract audience interest and produce dramas that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from network-based television. Firstly, they actively embrace emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer personalized selections that meets the needs of niche preferences, targeting specialized demographics. 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 internationally. Through these strategies, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on digital platforms. This effort helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by working alongside terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As website a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a wider-ranging and elevated entertainment experience in the future.