Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, 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 differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively adopt emerging trends and experimental formats, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer tailored content that caters to niche preferences, targeting specialized demographics. 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 strategies, OTT services are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing TV read more shows on digital platforms. This strategy helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and general audience focus, whereas OTT services provide bold and globally targeted content. As collaboration and integration between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.
Report this page