Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming 후후티비 대체 services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing distinct strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature renowned leads to increase viewer engagement and produce television series that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.

Differentiation Strategies of OTT Services

OTT platforms are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they offer customized programming that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only within their region but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from legacy channels.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on online services. This effort helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.

Conversely, streaming providers are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.

Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide bold and cross-border content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enriched content environment in the future.