Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating exclusive releases and employing differentiated strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage read more with network television through various mediums.

Differentiation Strategies of OTT Services

OTT providers are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they offer tailored content that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these methods, OTT services are redefining the market in ways different from conventional TV networks.

Competition and Collaboration Between Platforms

As legacy media companies increasingly expand into the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on digital platforms. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more on-demand entertainment.

Conversely, OTT services are also solidifying their influence by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.

Ultimately, legacy TV series and OTT services are both competing and working together through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide experimental and cross-border content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched content environment in the future.