Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is developing exclusive releases and employing distinct strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce dramas that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.

Differentiation Strategies of OTT Services

OTT providers are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing originality and cinematic quality over mainstream success. Secondly, they provide tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only domestically but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways unlike legacy channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on digital platforms. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more user-controlled content access.

Conversely, 후후티비 우회 OTT services are also expanding their dominance by working alongside traditional TV networks. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.

Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective unique approaches. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.