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 Netflix, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.

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 renowned leads to attract audience interest and produce narratives that capture the interest of a wide more info range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various distribution channels.

Differentiation Strategies of OTT Services

OTT platforms are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide personalized selections that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly enter the OTT market, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on internet-based distribution channels. This effort helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is reshaping viewing habits towards more flexible viewing options.

Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration 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 blur.

Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and globally targeted content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and elevated content environment in the future.