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 Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively cast celebrity performers to attract audience interest and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they curate tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT services are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide genre-defying and cross-border content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a 후후티비 대체 richer and elevated content environment in the future.