Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce dramas that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from legacy media. Firstly, they actively adopt emerging trends and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide customized programming that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series here on internet-based distribution channels. This strategy helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. 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 and OTT services are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide bold and globally targeted content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.