Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads 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 long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they offer tailored content that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also across different cultures. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has intensified. For instance, KBS and MBC operate their own streaming website platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on online services. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by collaborating with legacy content producers. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective unique approaches. network-produced content maintain classic formats and broad accessibility, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and integration between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.