Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and OTT Platforms Adapt to Change
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively cast star actors to boost ratings and produce television series that appeal to a diverse demographic, thereby securing a broad viewer base. 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 find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and unique structures, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' check here and 'MBC Digital', respectively, making available their existing TV shows on online services. This initiative helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by collaborating with legacy content producers. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and elevated entertainment experience in the future.