Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating exclusive releases and employing differentiated strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to increase viewer engagement and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various mediums.

Differentiation Strategies of OTT Services

OTT services are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they curate customized programming that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only domestically but also internationally. Through these methods, OTT platforms are building industry dominance in ways unlike legacy channels.

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 a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on digital platforms. This strategy helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.

Conversely, OTT services are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to become less defined.

Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a wider-ranging website and enriched content environment in the future.