Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to strengthen its competitiveness.
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 celebrity performers to attract audience interest and produce narratives that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience website and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing originality and narrative depth over mass appeal. Secondly, they offer customized programming that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these approaches, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.