Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to boost ratings and produce television series that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and artistry over mainstream success. Secondly, they provide customized programming that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their click here fanbase not only within their region but also internationally. Through these methods, OTT services are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing TV shows on digital platforms. This strategy helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the growth of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Korean dramas like the breakout survival thriller 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 lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.