Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce dramas that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively incorporate new genres and unique structures, prioritizing originality and narrative depth over mass appeal. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only within their region but also internationally. Through these strategies, OTT platforms are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into 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 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by working alongside terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both competing and working together through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide bold and internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a more diverse website and elevated content environment in the future.