Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively feature renowned leads to boost ratings and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they offer tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also internationally. Through these approaches, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on digital platforms. This strategy helps preserve the check here market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide bold and globally targeted content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.