Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight star actors to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they provide tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only within their region but also internationally. Through these strategies, OTT platforms are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has intensified. 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 digital platforms. This effort helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by collaborating with legacy content producers. A leading global streaming giant has gained worldwide success with Hallyu series 후후티비 like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This synergy 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 become less defined.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide genre-defying and cross-border content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a richer and enhanced content environment in the future.