Streamers eye expansion in live content after Netflix BTS success
2026.03.23 10:43
According to industry sources on Sunday, the livestream proceeded largely without major disruptions. Minor technical issues were reported, including subtitles lagging the video by 1 to 2 seconds and temporary drops in video quality, but these were seen as negligible.
Netflix has been investing in live events since 2023, delivering around 200 live broadcast events by last year. In particular, the BTS concert marked a new milestone as the first time a global OTT platform live-streamed an entire concert by a specific K-pop artist.
In the past, concerts like those of TWICE and aespa were streamed via Amazon Prime Video as part of Amazon Music Live, but those were smaller performances following National Football League games.
As competition intensifies among streaming platforms to secure real-time content such as sports and performances, analysts say concerts – being one-off yet highly attention-grabbing events – could become key investment targets following the BTS broadcast.
Netflix has focused on selective sports rights rather than full packages. Examples include NFL Christmas Game Day coverage in 2025 and exclusive streaming of the World Baseball Classic in Japan in 2026.
The strategy reflects a focus on cost efficiency to retain subscribers and attract new users while limiting large-scale investment risks. Netflix’s only globally exclusive sports property is World Wrestling Entertainment’s “Raw.”
Concert live streaming allows platforms to concentrate resources on major events. Strong fandoms can drive rapid subscriber growth, while follow-up content such as edited performances or related programming can help retain new users.
As part of the strategy, Netflix plans to release a BTS comeback documentary, “BTS: The Return,” one week after the livestream.
Other platforms have also invested in concert live streams, including Disney Plus with Elton John’s farewell concert in 2022, Tving with Lim Young-woong concerts in 2022 and 2025, and Coupang Play with boy band Treasure’s Osaka concert in 2026.
“Streaming platforms are using concerts to secure high-profile content and drive promotion and subscriber growth,” said Kim Yong-hee, a business professor at Soongsil University. “About half of users who sign up for one-time events tend to maintain their subscriptions.”
Kim also said entertainment agencies benefit by partnering with streaming platforms to generate additional revenue from large-scale events.
Competition for live streaming K-pop concerts is expected to intensify, given the genre’s global popularity and strong fan bases.
“While sports has led to live content on streaming platforms, Netflix’s BTS concert could mark a turning point toward music performances,” said Noh Chang-hee, head of the Institute of Digital Industry Policy.
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