Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with broad audience reach 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 broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various mediums.

Differentiation Strategies of OTT Services

OTT providers are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer customized programming that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only within their region but also on a global scale. Through these methods, OTT services are redefining the market in ways distinct from legacy channels.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly penetrate the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more user-controlled content access.

Conversely, OTT services are also expanding their dominance by collaborating with legacy content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards 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 fade.

Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide bold and internationally appealing content. As synergy and merging here between these platforms continue to expand, audiences can expect a richer and enriched content environment in the future.