Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and unique structures, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they curate customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them 후후티비 새주소 to attract subscribers not only in their home country but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', 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 competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This strategic alliance 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 fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and elevated content environment in the future.