Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt new genres and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer customized programming that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate 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 TV shows on digital platforms. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by collaborating with legacy content producers. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series more info and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced entertainment experience in the future.