Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating exclusive releases and employing distinct strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various platforms.

Differentiation Strategies of OTT Services

OTT services are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing originality and cinematic quality over mainstream success. Secondly, they provide customized programming that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also on a global scale. Through these approaches, OTT platforms are building industry dominance in ways different from conventional TV networks.

Competition and Collaboration Between Platforms

As major TV networks increasingly enter the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more flexible viewing options.

Conversely, OTT services are also enhancing their competitiveness by working alongside traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging read more the drama production capabilities of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.

Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide experimental and globally targeted content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a wider-ranging and enhanced entertainment experience in the future.