Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce television series that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively incorporate emerging trends and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they provide tailored content that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only domestically but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing produced series on online services. This initiative helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling read more expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. 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 finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enriched content environment in the future.