'BTS' Returns, Shaking Up the Global OTT Ecosystem…Intense Competition for Live Content

'BTS' Returns, Upending the Global OTT Ecosystem

An unprecedented record has been set. The 'BTS' comeback concert at Gwanghwamun completely flipped the landscape of the global OTT market. This live broadcast, planned by 'Netflix' as the first-ever initiative by a single artist, pulled in an astonishing '18.4 million viewers' worldwide in just 24 hours. Beyond a simple live concert stream, it marks a historic milestone that cemented the explosive reach and commercial value of 'K-pop live' content across the globe.

A Breakthrough for OTT Subscriber Growth With 'Live Streaming'

A new answer has emerged for the global OTT industry, which has recently been burdened by rising production costs and sluggish subscriber growth. Through this success, 'Netflix' has secured a powerful breakthrough: 'K-pop concert live streams'. In particular, during the 'BTS' Gwanghwamun performance period, Netflix’s weekly count of new app installations more than doubled from the previous week—showing the overwhelming customer-attraction impact of live content with hard numbers.

From VOD Platforms to a 'Global Broadcaster'

Industry sources and experts say that 'Netflix' is evolving into a large-scale 'global broadcaster', moving beyond the limits of a simple VOD platform. Yuanta Securities projects that the share of 'live content' in Netflix’s total content spending will grow significantly to roughly 7–9% this year. Netflix also said it is discussing additional multi-faceted live broadcasts of major events in Korea, signaling a strong commitment to secure early leadership in the large-scale 'live streaming' market going forward.