Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Innovate
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Innovate
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to increase viewer engagement and produce television series that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they offer tailored content that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only within their region but also on a global scale. Through these strategies, OTT platforms are redefining the market in ways distinct from legacy channels.
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 streaming platforms, 'KBSon' and 'MBC Digital', respectively, 후후티비 providing their existing TV shows on online services. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide bold and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect a more diverse and elevated content environment in the future.
Report this page