Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to boost ratings and produce narratives that resonate with a diverse demographic, thereby securing a broad viewer base. 후후티비 Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from network-based television. Firstly, they actively embrace new genres and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they offer tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these methods, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on online services. This initiative helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the emergence of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by partnering with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide bold and cross-border content. As collaboration and merging between these platforms continue to expand, audiences can expect a wider-ranging and enhanced entertainment experience in the future.