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 representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to boost ratings and produce narratives that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This here allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and cinematic quality over mainstream success. Secondly, they provide personalized selections that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only domestically but also across different cultures. Through these strategies, OTT services are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing broadcast content on digital platforms. This effort helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the emergence of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective unique approaches. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide experimental and internationally appealing content. As synergy and merging between these platforms continue to develop, audiences can expect a more diverse and elevated content environment in the future.