Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and OTT Platforms Redefine the Market
Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating exclusive releases and employing distinct strategies to strengthen its competitiveness.
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 star actors to attract audience interest and produce television series that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they curate personalized selections that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only within their region but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own here OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.
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