Terrestrial dramas have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. 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 productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast renowned leads to boost ratings and produce television series that appeal to a broad spectrum of viewers, 후후티비 최신 thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing artistic direction and artistry over mass appeal. Secondly, they provide personalized selections that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only within their region but also on a global scale. Through these approaches, OTT services are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As synergy and cooperation between these platforms continue to expand, audiences can expect a more diverse and enhanced media landscape in the future.