Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as mainstream 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, Watcha, 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 exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to increase viewer engagement and produce dramas that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they website continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from legacy media. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they provide tailored content that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also internationally. Through these approaches, OTT services are building industry dominance in ways distinct 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 MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing TV shows on digital platforms. This effort helps sustain the relevance of legacy networks while attracting new viewership. 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 working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and merging between these platforms continue to expand, audiences can expect a more diverse and elevated content environment in the future.
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