Broadcasting vs. OTT Competition: How Traditional Media and New Streaming Giants Adapt to Change
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing ννν°λΉ2 distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively feature star actors to increase viewer engagement and produce dramas that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively incorporate new genres and unique structures, prioritizing originality and cinematic quality over mass appeal. Secondly, they curate tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by working alongside terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a more diverse and enhanced entertainment experience in the future.