Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Adapt to Change
Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight star actors to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and experimental formats, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they provide personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained worldwide success with K-content read more hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective unique approaches. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide experimental and cross-border content. As collaboration and merging between these platforms continue to grow, audiences can expect a wider-ranging and elevated media landscape in the future.
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