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 shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively feature star actors to increase viewer engagement and produce narratives that resonate with a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring website consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and artistry over broad popularity. Secondly, they provide customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also on a global scale. Through these approaches, OTT services are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide bold and globally targeted content. As collaboration and merging between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.
Report this page