Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. 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 time-honored formats. In particular, they actively feature star actors to boost ratings and produce television series that capture the interest of a wide range of age groups, thereby 후후티비 대체 securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they curate customized programming that aligns with specific interests, 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 in their home country but also internationally. Through these strategies, OTT platforms are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by working alongside traditional TV networks. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and cooperation between these platforms continue to expand, audiences can expect a more diverse and elevated media landscape in the future.