Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Redefine the Market
Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is producing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively incorporate new genres and experimental formats, prioritizing originality and cinematic quality over broad popularity. Secondly, they check here offer personalized selections that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only in their home country but also internationally. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing produced series on online services. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy 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 rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As synergy and merging between these platforms continue to develop, audiences can expect a more diverse and enhanced entertainment experience in the future.
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