Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight star actors to increase viewer engagement and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT click here Services
OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and experimental formats, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they offer customized programming that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT services are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and merging between these platforms continue to grow, audiences can expect a richer and enriched content environment in the future.