Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas 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 Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively embrace new genres and unique structures, prioritizing originality and artistry over mainstream success. Secondly, they curate personalized selections that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only within their region but also across different cultures. Through these approaches, OTT services are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the emergence of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media website continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide genre-defying and globally targeted content. As synergy and cooperation between these platforms continue to develop, audiences can expect a more diverse and enriched content environment in the future.
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