Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, 후후티비 우회 and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively feature celebrity performers to attract audience interest and produce dramas that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they provide customized programming that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these methods, OTT platforms are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and elevated media landscape in the future.