Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating unique content and employing differentiated strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast star actors to increase viewer engagement and produce narratives that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various distribution channels.

Differentiation Strategies of OTT Services

OTT services are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they offer customized programming that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also internationally. Through these strategies, OTT platforms are redefining the market in ways different from traditional terrestrial broadcasting.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing broadcast content on digital platforms. This strategy helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.

Conversely, streaming providers are more info also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.

Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and finding common ground through their respective unique approaches. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide experimental and globally targeted content. As collaboration and merging between these platforms continue to expand, audiences can expect a richer and enriched media landscape in the future.