Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating unique content and employing differentiated 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 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 consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various platforms.

Differentiation Strategies of OTT Services

OTT services are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and experimental formats, prioritizing creative risk-taking and artistry read more over mass appeal. Secondly, they curate tailored content that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT platforms are redefining the market in ways unlike conventional TV networks.

Competition and Collaboration Between Platforms

As major TV networks increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on internet-based distribution channels. This strategy helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more flexible viewing options.

Conversely, streaming providers are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration 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, legacy TV series and OTT services are both competing and working together through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a wider-ranging and enhanced entertainment experience in the future.