Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. 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 strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively feature renowned leads to attract audience interest and produce dramas that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various mediums.

Differentiation Strategies of OTT Services

OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and artistry over mainstream success. Secondly, they offer tailored content that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only within their region but also across different cultures. Through these methods, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly enter the OTT market, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on online services. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of new media services is reshaping viewing habits towards more flexible viewing options.

Conversely, OTT services are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging here the high-quality filming standards of traditional industry leaders. This synergy helps both parties leverage their advantages, 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 streaming platforms are both competing and working together through their respective market tactics. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to expand, audiences can expect a richer and enriched content environment in the future.