Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, 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 creating unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling click here methods. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only within their region but also across different cultures. Through these strategies, OTT services are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on online services. This effort helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. 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 become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective unique approaches. network-produced content maintain classic formats and general audience focus, whereas OTT services provide experimental and cross-border content. As synergy and merging between these platforms continue to grow, audiences can expect a more diverse and enriched entertainment experience in the future.