Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing unique content and employing adaptive strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast star actors to increase viewer engagement and produce television series that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with network television through various mediums.

Differentiation Strategies of OTT Services

OTT services are expanding their market by employing tactics distinct from network-based television. 후후티비2 Firstly, they actively embrace new genres and innovative storytelling, prioritizing originality and cinematic quality over broad popularity. Secondly, they offer tailored content that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only within their region but also across different cultures. Through these methods, OTT platforms are redefining the market in ways unlike traditional terrestrial broadcasting.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of new media services is reshaping viewing habits towards more flexible viewing options.

Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.

Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.