In the fiercely competitive South Korean OTT market, Netflix continues to solidify its dominance, boasting a subscriber rate that has surpassed 50% for the first time ever. According to market research firm Consumer Insight, Netflix’s subscriber rate reached an impressive 54% in the first half of 2025, marking a 9% increase compared to the latter half of 2024. This milestone underscores Netflix’s unrelenting grip on the domestic streaming landscape, leaving competitors like TVING, Coupang Play, and Wavve scrambling to find their footing.
While Netflix surged ahead, TVING experienced a 6% drop in subscriber rate during the same period. Coupang Play and Wavve, meanwhile, showed stagnation, which only widened the gap between them and Netflix. Netflix’s main usage rate — the percentage of users who watch it most frequently — climbed by 8% to reach 37%, more than five times higher than TVING and Coupang Play, both at 7%. This data not only highlights Netflix’s growing subscriber base but also points to its overwhelming user loyalty.
One key to Netflix’s recent success appears to be its strategic partnership with Naver. Twenty-seven percent of Netflix users are accessing content through the 'Nae-Net Partnership' promotion, which offers Netflix’s ad-supported plan free of charge for Naver Plus membership subscribers. This innovative pricing and accessibility model has lowered barriers for consumers, making Netflix more appealing and accessible to a wider audience. Consumer Insight commented, “Netflix has surged alone in the first half of this year, strengthening its dominant position. It will be difficult for competing OTTs to catch up in the near term.”
In response to Netflix’s dominance, South Korea’s homegrown OTT platforms are ramping up their own strategies to stay relevant. TVING recently launched the 'T Universe TVING' subscription product in collaboration with SK Telecom. This partnership integrates TVING into SK Telecom’s subscription platform 'T Universe,' offering a variety of pricing plans and benefits aimed at enhancing content accessibility. This move is widely seen as TVING’s attempt to replicate Netflix’s successful Naver alliance and boost its competitive edge.
A spokesperson for TVING stated, “We will continue to expand strategic collaborations centered on users to provide a differentiated content experience unique to TVING to a broader customer base.”
Meanwhile, Wavve is focusing on securing proven, high-quality content to attract viewers. The platform plans to sequentially release 45 original OCN series by September 2025, including critically acclaimed and fan-favorite titles such as 'Life on Mars,' 'Voice,' and 'Bad Guys.' By banking on these well-established hits, Wavve aims to enhance user satisfaction and bolster its brand credibility. Additionally, Wavve is targeting the MZ generation (Millennials and Gen Z) by strengthening its short-form content and web entertainment offerings, tailoring services to diverse demographic preferences.
On the sports front, Coupang Play is making significant strides by investing heavily in sports broadcasting, positioning it as a core competitive area. The platform is set to host the '2025 Coupang Play Series,' with the first match scheduled for July 30, 2025, at Suwon World Cup Stadium, featuring Team K League facing off against Newcastle United from the Premier League. The second match will take place on August 3, 2025, at Seoul World Cup Stadium, pitting Tottenham Hotspur against Newcastle United.
Industry experts believe that broadcasting these high-profile overseas football matches live in South Korea offers a unique and differentiated sports content experience that will captivate fans and deepen platform engagement. Beyond football, Coupang Play plans to expand its sports fan base by streaming other major leagues, including the Premier League and the NBA.
A Coupang Play representative remarked, “We will provide a more immersive viewing experience through premium sports broadcasts and differentiated content.”
Adding excitement ahead of the '2025 Coupang Play Series,' former South Korean national football star Lee Chun-soo was invited as a special guest to the open training session held on July 29, 2025, at Suwon World Cup Stadium. Known as the 'Challenge Master' for his dynamic on-field presence, Lee will engage with players and fans through various interactive challenges, helping to energize the event.
The open training will also feature eight cast members from Coupang Play’s popular entertainment show 'Shooting Stars' — including Lee Geun-ho, Koo Ja-cheol, Yeom Ki-hoon, Hyun Young-min, Ko Yo-han, Kwon Soon-hyung, Park Ki-dong, and Lee Beom-young — blending entertainment with sport to create a unique fan experience.
Lee Chun-soo expressed his enthusiasm, saying, “It is truly meaningful to participate in open training with the top players representing the K League. I will do my best to create special memories for the fans attending the event.”
In addition to live matches and open training, Coupang Play is running a special 'Team K League, Tottenham, Newcastle All-Star Invitation Event' for premium ticket holders of the series’ first and second matches. Fans can participate through Coupang Play’s official social media channels.
All moments from the '2025 Coupang Play Series' will be broadcast live and available for replay on Coupang Play, accessible to all Coupang Wow members. Nasmedia is managing brand exposure and advertising operations tied to the series, including sponsor booths at stadiums and video ads during match streams, offering companies diverse channels to connect with fans both on-site and online.
As Netflix continues to extend its lead in South Korea’s OTT market through strategic partnerships and subscriber growth, local platforms are innovating with alliances, content curation, and sports investments to carve out their own niches. The battle for viewer attention is intensifying, promising more dynamic competition and fresh offerings for Korean audiences in the months ahead.