Broadcasting vs. OTT Competition: How Traditional Media and New Streaming Giants Adapt to Change
Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to attract audience interest and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and experimental formats, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide personalized selections that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them read more to attract subscribers not only domestically but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on online services. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by partnering with legacy content producers. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective market tactics. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide experimental and globally targeted content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a richer and enhanced entertainment experience in the future.