Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and experimental formats, prioritizing originality and cinematic quality over mass appeal. Secondly, they provide customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only within their region but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on online services. This strategy helps preserve the market presence of established TV 후후티비 channels while expanding their digital reach. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by collaborating with legacy content producers. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas OTT services provide bold and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a more diverse and enriched media landscape in the future.