Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, 후후티비 우회 and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively highlight celebrity performers to attract audience interest and produce dramas that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing artistic direction and artistry over mainstream success. Secondly, they curate customized programming that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also across different cultures. Through these methods, OTT platforms are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits 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 leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide bold and globally targeted content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a richer and enhanced entertainment experience in the future.