Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing website original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to attract audience interest and produce narratives that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing originality and narrative depth over mass appeal. Secondly, they offer tailored content that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only domestically but also internationally. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing TV shows on internet-based distribution channels. This initiative helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide bold and internationally appealing content. As collaboration and integration between these platforms continue to develop, audiences can expect a richer and enhanced entertainment experience in the future.