Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is developing unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight star actors to attract audience interest and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they curate customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, 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 here other and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and broad accessibility, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a more diverse and elevated content environment in the future.