Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is producing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively feature renowned leads to attract audience interest and produce television series that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, website they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing artistic direction and artistry over mass appeal. Secondly, they curate personalized selections that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only within their region but also on a global scale. Through these methods, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on digital platforms. This strategy helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide bold and globally targeted content. As synergy and integration between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.