Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to increase viewer engagement and produce narratives click here that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. 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 market by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing originality and cinematic quality over mass appeal. Secondly, they provide personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only within their region but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, 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, distributing their existing broadcast content on internet-based distribution channels. This strategy helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and general audience focus, whereas OTT services provide experimental and cross-border content. As synergy and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enhanced entertainment experience in the future.