Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest and produce television series that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they provide tailored content that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only in their home country but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming website platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties maximize their potential, 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 OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to grow, audiences can expect a richer and elevated media landscape in the future.