Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to boost ratings and produce television series that appeal to a broad spectrum of viewers, 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 find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they offer tailored content that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with legacy content producers. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other 후후티비 대체 and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and broad accessibility, whereas digital platforms provide bold and internationally appealing content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a richer and elevated content environment in the future.