Terrestrial dramas have long been established as popular TV shows, 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 viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to increase viewer engagement and produce narratives that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways 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 legacy media. Firstly, they actively adopt new genres and innovative storytelling, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they curate personalized selections that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also on a global scale. Through these approaches, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and click here 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide bold and globally targeted content. As synergy and cooperation between these platforms continue to grow, audiences can expect a richer and elevated content environment in the future.