Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively cast star actors to increase viewer engagement and produce dramas that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing approaches distinct from legacy media. Firstly, they actively adopt new genres and experimental formats, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they curate customized programming that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT platforms are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on digital platforms. This effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital 후후티비2 platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and enriched content environment in the future.