Terrestrial dramas have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to boost ratings and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. 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 find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they provide personalized selections that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT services are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. Netflix has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for 후후티비2 dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide experimental and globally targeted content. As synergy and merging between these platforms continue to expand, audiences can expect a richer and elevated content environment in the future.