Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight star actors to attract audience interest and produce dramas that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate personalized selections that aligns with niche preferences, targeting niche audiences. 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 strategies, OTT services are building industry dominance in ways different from 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, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing broadcast content on online services. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the 후후티비2 emergence of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide bold and cross-border content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.