Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature renowned leads to boost ratings and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer tailored content that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only domestically but also across different cultures. Through these methods, OTT services are building industry dominance in ways unlike conventional TV networks.
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 click here their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on online services. This strategy helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration 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 other and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and cross-border content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a more diverse and enhanced entertainment experience in the future.