Terrestrial dramas have long been established as mainstream TV programs, 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 leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast star actors to attract audience interest and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with network television through various mediums.

Differentiation Strategies of OTT Services

OTT platforms are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and artistry over mass appeal. Secondly, they provide tailored content that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these approaches, OTT services are redefining the market in ways different from conventional TV networks.

Competition and Collaboration Between Platforms

As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on online services. This strategy helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more flexible viewing options.

Conversely, streaming providers are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance 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 OTT services are both competing and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide bold and internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a website more diverse and enriched entertainment experience in the future.