Cross-platform partnership saves broadcasters, streaming services

The evolving relationship between streaming platforms and broadcast networks is reshaping the media landscape. While once seen as direct competitors vying for the same audience, these entities are now collaborating and sharing content. Streaming originals frequently debut on broadcast television, and broadcast content is increasingly available on streaming services, exposing new viewers even after the original release.

This trend is exemplified by MBC's "Anna" being shown on "Bonjour Bakery" through KBS, illustrating the shifting content distribution model. Streaming services are no longer confined to their own platforms; they are branching out into traditional broadcast networks. Conversely, broadcasters now recognize streaming services as valuable partners that can broaden their content reach.

Previously, the rapid growth of both domestic and foreign streaming platforms posed a double threat to broadcast networks. Not only did they suffer from declining ratings, but they also faced a shrinking advertising market. On the other hand, streaming platforms appreciated the high-quality content and potential audience acquired through these partnerships.