Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate personalized selections that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has become fierce. 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 broadcast content on digital platforms. This strategy helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the emergence of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. 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 traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide experimental and cross-border content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and here elevated media landscape in the future.