Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing differentiated strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial more info broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast star actors to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various mediums.

Differentiation Strategies of OTT Services

OTT providers are expanding their market by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they offer customized programming that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT platforms are building industry dominance in ways different from legacy channels.

Competition and Collaboration Between Platforms

As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more user-controlled content access.

Conversely, streaming providers are also solidifying their influence 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 high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.

Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and globally targeted content. As collaboration and integration between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.