Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating exclusive releases and employing distinct strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences read more to find more ways to engage with network television through various platforms.

Differentiation Strategies of OTT Services

OTT platforms are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing originality and narrative depth over broad popularity. Secondly, they curate personalized selections that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.

Competition and Collaboration Between Platforms

As legacy media companies increasingly expand into the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. 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 partnering with terrestrial broadcasters. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.

Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.