Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. 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 productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight star actors to increase viewer engagement and produce dramas that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional 후후티비2 content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they curate customized programming that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only within their region but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This strategy helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by working alongside traditional TV networks. Netflix has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. 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, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a wider-ranging and enhanced content environment in the future.