Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, read more competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing adaptive strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to increase viewer engagement and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various mediums.

Differentiation Strategies of OTT Services

OTT services are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and experimental formats, prioritizing originality and cinematic quality over mainstream success. Secondly, they offer personalized selections that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only within their region but also internationally. Through these strategies, OTT services are redefining the market in ways unlike conventional TV networks.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more user-controlled content access.

Conversely, OTT services are also solidifying their influence 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 high-quality filming standards of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.

Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide experimental and globally targeted content. As synergy and merging between these platforms continue to expand, audiences can expect a more diverse and enriched media landscape in the future.