Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various mediums.

Differentiation Strategies of OTT Services

OTT platforms are expanding their market by employing tactics distinct from legacy media. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and cinematic quality over mainstream success. Secondly, they offer personalized selections that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also internationally. Through these strategies, OTT services are building industry dominance in ways different from conventional TV networks.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more flexible viewing options.

Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. 후후티비2 Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.

Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide bold and globally targeted content. As collaboration and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.