Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively adopt new genres and innovative storytelling, prioritizing originality and artistry over mass appeal. Secondly, they offer personalized selections that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only in their home country but also on a global scale. Through these methods, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of 후후티비 우회 new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This strategic alliance 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 blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective unique approaches. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide experimental and cross-border content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.