Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, 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 creating exclusive releases and employing distinct strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively highlight renowned leads to attract audience interest and produce dramas that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various mediums.

Differentiation Strategies of OTT Services

OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate tailored content that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus more info on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, 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 intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on internet-based distribution channels. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more flexible viewing options.

Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.

Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and enhanced entertainment experience in the future.