Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce dramas that resonate with 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 offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide personalized selections that aligns with website niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT services are redefining the market in ways different 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 a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide genre-defying and internationally appealing content. As synergy and integration between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.