Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Adapt to Change
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively incorporate new genres and unique 후후티비 structures, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they curate personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only domestically 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 terrestrial broadcasters increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and mass appeal, whereas OTT services provide bold and internationally appealing content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a more diverse and enriched entertainment experience in the future.