Broadcasting vs. OTT Competition: How Legacy Networks and New Streaming Giants Redefine the Market
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is producing unique content 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 traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest and produce narratives that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with 후후티비 대체 network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they offer customized programming that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only domestically but also internationally. Through these strategies, OTT platforms are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on digital platforms. This strategy helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by partnering with legacy content producers. Netflix has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and globally targeted 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.