Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to increase viewer engagement and produce dramas that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various mediums.

Differentiation Strategies of OTT Services

OTT providers are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate customized programming that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at 후후티비 the global market, allowing them to secure viewers not only domestically but also on a global scale. Through these strategies, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.

Competition and Collaboration Between Platforms

As legacy media companies increasingly enter the OTT market, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more on-demand entertainment.

Conversely, streaming providers are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy 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 working together through their respective unique approaches. Terrestrial dramas maintain traditional genres and broad accessibility, whereas digital platforms provide bold and globally targeted content. As synergy and integration between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.