Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce narratives that appeal to 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 have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and unique structures, prioritizing originality and artistry over broad popularity. Secondly, they offer customized programming that caters to niche preferences, targeting unique fan bases. Lastly, they 후후티비 우회 focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on online services. This strategy helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide experimental and internationally appealing content. As synergy and merging between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.