Terrestrial broadcast series have long been established as popular 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, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to increase viewer engagement and produce narratives that capture the interest of a wide range of age groups, 후후티비 대체 thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively embrace emerging trends and unique structures, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they provide personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also internationally. Through these strategies, OTT services are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on internet-based distribution channels. This effort helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside terrestrial broadcasters. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide bold and cross-border content. As synergy and cooperation between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.