Terrestrial dramas have long been established as popular TV programs, produced and 후후티비2 broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television 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 adopt emerging trends and unique structures, prioritizing artistic direction and artistry over mainstream success. Secondly, they offer tailored content that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also internationally. Through these methods, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on digital platforms. This effort helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and integration between these platforms continue to expand, audiences can expect a richer and enhanced entertainment experience in the future.