Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating original productions and employing differentiated strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast star actors to increase viewer engagement and produce television series that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.

Differentiation Strategies of OTT Services

OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and narrative depth over mass appeal. Secondly, they offer tailored content that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only domestically 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 major TV networks increasingly expand into the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.

Conversely, OTT services are also solidifying their influence by collaborating with legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.

Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a more diverse and enhanced content environment in the future. 후후티비2