Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Adapt to Change
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that resonate with a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and experimental formats, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they offer personalized selections that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also on a global scale. Through these methods, OTT services are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on online services. This effort helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by working alongside traditional TV networks. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. 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, legacy TV series and OTT services are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain classic formats and 후후티비 새주소 general audience focus, whereas OTT services provide experimental and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.