Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options 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 traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they provide customized programming that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
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 'wavve', respectively, distributing their existing produced series on digital platforms. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the 후후티비 최신 emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective unique approaches. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and merging between these platforms continue to grow, audiences can expect a more diverse and enriched entertainment experience in the future.