Broadcasting vs. Streaming Evolution: How Traditional Media and OTT Platforms Adapt to Change
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively highlight renowned leads to attract audience interest and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct website from network-based television. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing originality and artistry over mainstream success. Secondly, they curate personalized selections that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This effort helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide experimental and internationally appealing content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.