Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively highlight celebrity performers to attract audience interest and produce narratives that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from legacy media. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and artistry over mainstream success. Secondly, they provide personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing 후후티비 대체 broadcast content on online services. This effort helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide bold and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.