Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are more info expanding their market by employing tactics distinct from legacy media. Firstly, they actively adopt emerging trends and unique structures, prioritizing artistic direction and artistry over broad popularity. Secondly, they curate personalized selections that meets the needs of individual tastes, targeting unique fan bases. 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 methods, OTT services are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has escalated. 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 produced series on online services. This initiative helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide bold and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can expect a richer and enriched content environment in the future.