Terrestrial dramas have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce narratives that capture the interest of a diverse demographic, website thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they provide tailored content that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT platforms are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on digital platforms. This strategy helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas digital platforms provide bold and globally targeted content. As synergy and integration between these platforms continue to develop, audiences can expect a more diverse and elevated media landscape in the future.