Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast 후후티비 최신 series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to attract audience interest and produce dramas that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from network-based television. Firstly, they actively adopt new genres and unique structures, prioritizing artistic direction and artistry over mainstream success. Secondly, they offer customized programming that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only in their home country but also on a global scale. Through these methods, OTT services are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on digital platforms. This initiative helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and globally targeted content. As synergy and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.