Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating original productions and employing differentiated strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature star actors to boost ratings and produce dramas that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various mediums.

Differentiation Strategies of OTT Services

OTT platforms are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide tailored content that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways different from legacy channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while expanding 후후티비2 their digital reach. Meanwhile, the rise of new media services is shifting audience preferences towards more on-demand entertainment.

Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.

Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide experimental and globally targeted content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.