Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is producing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively cast star actors to increase viewer engagement and produce dramas that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from legacy media. Firstly, they actively incorporate emerging trends and unique structures, prioritizing creative risk-taking and narrative depth over mainstream here success. Secondly, they provide customized programming that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only domestically but also on a global scale. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter 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, making available their existing TV shows on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and cross-border content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.