Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to attract audience interest and produce television series that appeal to 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 network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and unique structures, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they curate tailored content that aligns with niche preferences, 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 on a global scale. Through these approaches, OTT services are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This synergy 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 OTT services are both fighting for dominance and working together through their website respective unique approaches. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and merging between these platforms continue to expand, audiences can expect a more diverse and enhanced content environment in the future.