Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and domestic 후후티비 우회 platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating original productions and employing differentiated strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.

Differentiation Strategies of OTT Services

OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and unique structures, prioritizing artistic direction and artistry over mainstream success. Secondly, they offer tailored content that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT services are building industry dominance in ways unlike conventional TV networks.

Competition and Collaboration Between Platforms

As major TV networks increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing produced series on digital platforms. This strategy helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more on-demand entertainment.

Conversely, streaming providers are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.

Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to develop, audiences can expect a more diverse and enriched media landscape in the future.