Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to boost ratings and produce narratives that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they curate customized programming that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only within their region but also across different cultures. Through these methods, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This effort helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can read more expect a wider-ranging and elevated content environment in the future.