Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing exclusive releases and employing distinct strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively highlight celebrity performers to attract audience interest and produce narratives that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various mediums.

Differentiation Strategies of OTT Services

OTT services are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate tailored content that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also internationally. Through these approaches, OTT services are redefining the market in ways distinct from conventional TV networks.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and get more info 'MBC Digital', respectively, distributing their existing TV shows on digital platforms. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more user-controlled content access.

Conversely, digital platforms are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. 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, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide experimental and cross-border content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a more diverse and enriched content environment in the future.