Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to boost ratings and produce narratives that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with network television through various platforms.
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 experimental formats, prioritizing originality and narrative depth over mass appeal. Secondly, they curate tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing read more international releases aimed at the global market, allowing them to secure viewers not only domestically but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways unlike conventional TV networks.
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 a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside legacy content producers. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and cross-border content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.