Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing 후후티비 trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively highlight renowned leads to boost ratings and produce dramas that resonate with a broad spectrum of viewers, 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 have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and unique structures, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they offer tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on digital platforms. This effort helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As synergy and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enriched media landscape in the future.