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, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight star actors to boost ratings and produce dramas that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from legacy media. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing originality and artistry over mass 후후티비 appeal. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing TV shows on internet-based distribution channels. This strategy helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained a global following with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective market tactics. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and elevated content environment in the future.