Broadcasting vs. Streaming Evolution: How Legacy Networks and OTT Platforms Redefine the Market
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing artistic direction and artistry over broad popularity. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only in their home country but also internationally. Through these approaches, check here OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on digital platforms. This effort helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the growth of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a more diverse and enhanced content environment in the future.