Terrestrial broadcast series have long been established as mainstream TV programs, 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 audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing differentiated here strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast star actors to attract audience interest and produce television series that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various mediums.

Differentiation Strategies of OTT Services

OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively embrace new genres and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate tailored content that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways distinct from legacy channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly penetrate the streaming space, competition has intensified. 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 produced series on digital platforms. This strategy helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more flexible viewing options.

Conversely, OTT services are also enhancing their competitiveness by collaborating with traditional TV networks. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.

Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As synergy and merging between these platforms continue to develop, audiences can expect a richer and elevated content environment in the future.