Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce dramas that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they provide tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only within their region but also internationally. Through these methods, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on online services. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective market tactics. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide experimental and globally targeted content. As synergy and integration between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future. more info