Broadcasting vs. OTT Competition: How Legacy Networks and New Streaming Giants Innovate
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms 후후티비 being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating exclusive releases and employing adaptive strategies to maintain relevance.
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 feature renowned leads to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they offer tailored content that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT services are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing produced series on internet-based distribution channels. This strategy helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective unique approaches. network-produced content maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.