Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing original productions and employing distinct strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively read more highlight renowned leads to attract audience interest and produce television series that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various platforms.

Differentiation Strategies of OTT Services

OTT services are expanding their market by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they curate customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content 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 services are strengthening their competitiveness in ways different from legacy channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly penetrate the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on digital platforms. This strategy helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.

Conversely, OTT services are also enhancing their competitiveness by working alongside terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.

Ultimately, terrestrial dramas and OTT services are both fighting for dominance and finding common ground through their respective unique approaches. network-produced content maintain classic formats and broad accessibility, whereas digital platforms provide bold and cross-border content. As synergy and integration between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.