Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to increase viewer engagement and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide tailored content that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing 후후티비 multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT services are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing produced series on online services. This initiative helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to expand, audiences can expect a richer and elevated entertainment experience in the future.