Coopetition revisited: ambivalent impacts on drama program selection

Abstract This study examines how competition and cooperation among diverse competitors affect viewers’ selection of drama programs. It explores the impact of internal and external factors, including structural industry dynamics and the emergence of over-the-top services. Environmental uncertainty moderates these effects, encouraging companies to adopt strategic approaches to attract viewers. Empirical analyses support the identified relationships, particularly regarding viewership ratings. Findings provide theoretical and practical insights for navigating competitive environments in the television drama industry.