Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively highlight celebrity performers to attract audience interest and produce television series that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively adopt new genres and unique structures, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they provide personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only domestically but also internationally. Through these approaches, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 후후티비2 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by collaborating with legacy content producers. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide experimental and globally targeted content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enriched media landscape in the future.