Terrestrial dramas 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 digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively cast celebrity performers to increase 후후티비 우회 viewer engagement and produce dramas that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. 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 approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and unique structures, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer personalized selections that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only domestically but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on online services. This strategy helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide experimental and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.