Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing original productions and employing differentiated strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively cast celebrity performers to boost ratings and produce dramas that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various platforms.

Differentiation Strategies of OTT Services

OTT platforms are expanding their market by employing strategies distinct from legacy media. Firstly, they actively incorporate emerging trends and unique structures, prioritizing originality and cinematic quality over mainstream success. Secondly, they provide tailored content that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways unlike legacy read more channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly enter the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more user-controlled content access.

Conversely, digital platforms are also solidifying their influence by collaborating with terrestrial broadcasters. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.

Ultimately, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a richer and enhanced media landscape in the future.