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 popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast star actors to increase viewer engagement and produce dramas that resonate with a diverse demographic, thereby securing a broad viewer base. here Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively embrace new genres and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they provide tailored content that aligns with specific interests, targeting unique fan bases. 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 internationally. Through these strategies, OTT platforms are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing produced series on online services. This strategy helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by working alongside terrestrial broadcasters. Netflix has gained worldwide success with K-content hits 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 diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas digital platforms provide experimental and cross-border content. As synergy and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced entertainment experience in the future.
Report this page