Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to increase viewer engagement and produce dramas that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from read more legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they offer tailored content that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on digital platforms. This effort helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by working alongside legacy content producers. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide experimental and cross-border content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a more diverse and enriched entertainment experience in the future.