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 widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and experimental formats, prioritizing originality and narrative depth over mass appeal. Secondly, they provide customized programming that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media 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 services are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing produced series on online services. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by collaborating with legacy content producers. Netflix has gained a global following with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming read more continue to fade.
Ultimately, legacy TV series and streaming platforms are both competing and finding common ground through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced entertainment experience in the future.
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