Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace emerging trends and unique structures, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they curate tailored content that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also across different cultures. Through these strategies, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing produced series on online services. This effort helps maintain the influence of established TV channels 후후티비2 while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can expect a more diverse and enhanced entertainment experience in the future.