Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight renowned leads to boost ratings and produce dramas that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing originality and narrative depth over mass appeal. Secondly, they provide customized programming that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these methods, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. here For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on digital platforms. This effort helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and OTT services are both competing and working together through their respective market tactics. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and enriched entertainment experience in the future.