Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature renowned leads to attract audience interest and produce television series that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage read more with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they offer customized programming that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also across different cultures. Through these methods, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on online services. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective market tactics. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide experimental and cross-border content. As synergy and integration between these platforms continue to expand, audiences can expect a wider-ranging and enhanced media landscape in the future.