Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight star actors to boost ratings and produce dramas that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt new genres and innovative storytelling, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide personalized selections that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT services are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on internet-based distribution channels. This strategy helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the rise of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a richer content environment. 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. network-produced content maintain classic 후후티비 formats and general audience focus, whereas digital platforms provide bold and cross-border content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enhanced entertainment experience in the future.