Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways 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 incorporate unconventional narratives and innovative storytelling, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they curate customized programming that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This initiative helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network read more TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide bold and globally targeted content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a richer and enhanced content environment in the future.