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 web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating exclusive releases and employing adaptive strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to boost ratings and produce television series that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. 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 market by employing strategies distinct from network-based television. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they offer tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT platforms are building industry dominance in ways distinct from conventional TV networks.

Competition and Collaboration Between Platforms

As major TV networks increasingly penetrate the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on online services. This strategy helps sustain the relevance of established TV website channels while engaging modern audiences. Meanwhile, the emergence of new media services is changing consumer behavior towards more on-demand entertainment.

Conversely, digital platforms are also enhancing their competitiveness by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration 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 blur.

Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide bold and globally targeted content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and elevated entertainment experience in the future.