Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, Watcha, and 후후티비 최신 domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to strengthen its competitiveness.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively highlight star actors to boost ratings and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various distribution channels.

Differentiation Strategies of OTT Services

OTT services are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate customized programming that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways distinct from legacy channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This effort helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more user-controlled content access.

Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. 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 fade.

Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective market tactics. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide bold and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a more diverse and enriched content environment in the future.