Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
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 boost ratings and produce television series that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only within their region but also internationally. Through these 후후티비2 approaches, OTT platforms are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has escalated. 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, making available their existing produced series on digital platforms. This initiative helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained a global following with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide experimental and globally targeted content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enhanced media landscape in the future.