Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively adopt new genres and unique structures, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only in their home country but also internationally. Through these strategies, OTT services are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping 후후티비 대체 viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a wider-ranging and enhanced media landscape in the future.