▲Netflix will exclusively stream BTS’s comeback live on the 21st. Photo: Netflix.
Two companies are particularly upbeat as BTS prepares a full seven-member comeback and the 2026 KBO regular season approaches.
The protagonists are OTT powerhouse Netflix and mobile baseball leader Com2uS.
Both tech firms view the BTS comeback concert and the professional baseball season opener as event-driven programming that can quickly spike platform traffic — and they plan to use those moments to maximize user acquisition.
On March 10, industry sources said Netflix will exclusively stream "BTS Comeback Live: ARIRANG" on the 21st from Gwanghwamun Square in Seoul. The broadcast marks Netflix’s first live music event and celebrates BTS’s fifth studio album, ARIRANG, along with the group's full-member return.
Netflix will stream the concert simultaneously in roughly 190 countries where its service is available, and viewers can watch on mobile devices, TVs and other supported screens at no additional cost.
Industry observers say BTS’s Gwanghwamun performance — buoyed by a global fandom — should help OTT platforms attract new users and increase watch time. Live programming concentrates audiences at a single moment, and concerts typically generate a loyal viewership that can expand platform traffic quickly.
As competition for sports and live content intensifies across the OTT market, Korea’s market-leading platform, Netflix, appears to be accelerating its move into real-time programming, with the BTS event among its recent pushes.
Live content’s impact is spreading across platforms. According to real-time app and payment data from WiseApp·Retail, Coupang Play’s monthly active users (MAU) rose 12% to 8,786,387 in February from 7,844,743 in January. Among major domestic OTT services, Coupang Play was the only provider to post double-digit growth; during that stretch it streamed major U.S. sports events such as the NFL Super Bowl and the NBA All-Star Game.
▲Com2uS’s flagship baseball lineup 'Com2uS Pro Baseball 2026'
In the gaming sector, Com2uS is positioning itself to benefit from the pro baseball season opener.
With the 2026 KBO season set to open on the 28th, Com2uS is looking to capitalize on momentum for its flagship mobile franchise, the Com2uS Pro Baseball series. The KBO-based series has been popular for nearly 20 years, and Com2uS’s MLB 9 Innings franchise remains a core sports-game IP aimed at global markets.
Early indicators are positive for Com2uS Pro Baseball. Professional baseball has emerged as Korea’s fastest-growing sports property. After surpassing 10 million total attendees for the first time in 2024, the league drew more than 12 million fans last year, demonstrating a solid mass-market following.
Korea’s dramatic run to the quarterfinals at the World Baseball Classic (WBC 2026) has intensified interest in the tournament, and a strong WBC showing could help sustain enthusiasm for the domestic pro season.
Baseball’s rising popularity tends to lift related gaming activity. Com2uS’s sports-game revenue has steadily increased, from 161.1 billion KRW in 2023 to 205.2 billion KRW in 2024, and to 236.3 billion KRW in 2025 (approximately $120.8 million, $153.9 million and $177.2 million, respectively). Industry analysts say game user counts typically rise when the pro season begins, which can translate into stronger results for game publishers.
To harness the heated interest and boost engagement, Com2uS hosted a user-invitation event, "Com2uS Pro Baseball V Festa," for Com2uS Pro Baseball V26 late last month. The event featured interactive segments such as a Home Run Race and a Pitch Control Test, which drew enthusiastic user participation.
A Com2uS spokesperson said, "We’ve prepared so that when people think of baseball this season, they think of Com2uS." Industry watchers expect the overlap of the sports season and rising game users to amplify the reach and impact of related content.
Reporter Yoonho Kim kyh81@ekn.kr
