Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to click here engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively incorporate emerging trends and unique structures, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer personalized selections that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also on a global scale. Through these methods, OTT services are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on online services. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and enhanced media landscape in the future.