Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast star actors to attract audience interest and produce dramas that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and narrative depth over mainstream success. Secondly, they offer customized programming that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing produced series on online services. This effort helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by working alongside terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their 후후티비2 respective market tactics. network-produced content maintain classic formats and mass appeal, whereas OTT services provide bold and globally targeted content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced media landscape in the future.