Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce television series that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they offer customized programming that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only domestically but also across different cultures. Through these strategies, OTT platforms are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on online services. This initiative helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by partnering with traditional TV networks. Netflix has gained a global following with K-content hits 후후티비2 like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, 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 OTT services are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide experimental and cross-border content. As synergy and integration between these platforms continue to grow, audiences can expect a more diverse and elevated content environment in the future.