Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits 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 widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand 후후티비2 trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt new genres and unique structures, prioritizing originality and narrative depth over mainstream success. Secondly, they curate personalized selections that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only within their region but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This strategy helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the emergence of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide genre-defying and internationally appealing content. As synergy and integration between these platforms continue to expand, audiences can expect a wider-ranging and enhanced entertainment experience in the future.