Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to attract audience interest and produce dramas that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and narrative depth over mass appeal. Secondly, they offer personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only in their home country but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by collaborating with legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy 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, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide bold and 후후티비 대체 cross-border content. As collaboration and integration between these platforms continue to expand, audiences can expect a more diverse and enhanced entertainment experience in the future.