Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered 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 developing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively cast celebrity performers to boost ratings and produce narratives that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they provide tailored content that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on digital platforms. This effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and merging between these platforms continue to expand, audiences can expect a more diverse and here enriched content environment in the future.
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