Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight star actors to attract audience interest and produce narratives that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they offer customized programming that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also internationally. Through these approaches, OTT services are check here building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This effort helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by partnering with legacy content producers. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a more diverse and enriched media landscape in the future.