Terrestrial dramas 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 digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature star actors to attract audience interest and produce dramas that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively embrace new genres and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they curate personalized selections that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also across different cultures. Through these strategies, OTT services are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing TV shows on online services. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by partnering with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties leverage their advantages, 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 competing and finding common ground through their respective market tactics. Terrestrial dramas maintain established storytelling and general audience more info focus, whereas digital platforms provide experimental and cross-border content. As synergy and integration between these platforms continue to grow, audiences can expect a wider-ranging and enriched content environment in the future.