Terrestrial dramas have long been established as widely recognized 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, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to attract audience interest and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide personalized selections that caters to individual tastes, targeting 후후티비 unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically 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 streaming space, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This strategic alliance 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 rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a more diverse and enriched entertainment experience in the future.