Terrestrial dramas have long been more info established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing distinct strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various platforms.

Differentiation Strategies of OTT Services

OTT platforms are expanding their market by employing tactics distinct from legacy media. Firstly, they actively incorporate emerging trends and unique structures, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they curate tailored content that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.

Competition and Collaboration Between Platforms

As major TV networks increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more on-demand entertainment.

Conversely, OTT services are also solidifying their influence by working alongside traditional TV networks. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.

Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.