Broadcasting vs. OTT Competition: How Traditional Media and New Streaming Giants Redefine the Market
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is producing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively feature renowned leads to increase viewer engagement and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they curate tailored content that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these strategies, OTT platforms are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more click here user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.