Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively cast star actors to boost ratings and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate customized programming that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing 후후티비 broadcast content on internet-based distribution channels. This effort helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by working alongside terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and cross-border content. As collaboration and merging between these platforms continue to expand, audiences can expect a wider-ranging and enriched media landscape in the future.