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 major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively highlight renowned leads to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and narrative depth over broad popularity. Secondly, they offer tailored content that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only domestically but also on a global scale. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on online services. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also solidifying their 후후티비2 influence by working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. 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, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide genre-defying and cross-border content. As synergy and cooperation between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.
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