Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce dramas that resonate with a wide range of age read more groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they provide tailored content that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only within their region but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing TV shows on digital platforms. This initiative helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective market tactics. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide bold and cross-border content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced content environment in the future.