Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide personalized selections that aligns with specific interests, targeting niche audiences. 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 strategies, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has become fierce. For instance, KBS check here and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more flexible viewing options.
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 Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a wider-ranging and enriched media landscape in the future.