Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively feature renowned leads to boost ratings and produce television series that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from network-based television. Firstly, they actively adopt new genres and experimental formats, prioritizing originality and narrative depth over mainstream success. Secondly, they provide tailored content that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also across different cultures. Through these approaches, OTT services are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on digital platforms. This strategy helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by collaborating read more with terrestrial broadcasters. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This strategic alliance 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 become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective unique approaches. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide bold and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect a wider-ranging and elevated media landscape in the future.