Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series website and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce dramas that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide tailored content that caters to specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also on a global scale. Through these strategies, OTT platforms are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide experimental and cross-border content. As synergy and merging between these platforms continue to develop, audiences can expect a more diverse and enriched media landscape in the future.