Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature star actors to attract audience interest and produce television series that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring stable viewership ratings. 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 subscriber base by employing tactics distinct from legacy media. Firstly, they actively adopt new genres and experimental formats, prioritizing originality and artistry over mainstream success. Secondly, they provide personalized selections that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also across different cultures. Through these methods, OTT services are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing produced series on digital platforms. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by collaborating with 후후티비2 legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a richer and enhanced entertainment experience in the future.