Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Blog Article
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight star actors to attract audience interest and produce dramas that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt new genres and innovative storytelling, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they offer customized programming that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also on a global scale. Through these approaches, OTT platforms are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate click here their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This effort helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide bold and cross-border content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enhanced content environment in the future.
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