Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating exclusive releases and employing distinct strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various platforms.

Differentiation Strategies of OTT Services

OTT providers are expanding their market by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also internationally. Through these methods, OTT services are building industry dominance in ways different from legacy channels.

Competition and Collaboration Between Platforms

As legacy media companies increasingly penetrate the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making here available their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.

Conversely, digital platforms are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.

Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enhanced media landscape in the future.