IT industry analysts say Spotify’s partnership with Naver last year has opened new channels for user acquisition.
On March 10, Mobile Index reported that Spotify’s monthly active users (MAU) reached 2.04 million in February — the first time the service has topped 2 million since its domestic launch. Spotify’s MAU rose steadily from 1.73 million in November to 1.95 million in December and 1.99 million in January.
By comparison, other streaming platforms are struggling. YouTube Music’s domestic MAU dropped for a second consecutive month to 7.88 million in February, down from 8.28 million in December and 8.10 million in January.
Industry observers point to Spotify’s deepening collaboration with Naver as a primary driver of its solo growth. In November, Spotify expanded its partnership with the country’s leading platform and intensified its push into the Korean market.
Naver Plus membership added a “Spotify Premier Membership” benefit, which provides access to Spotify music and podcasts for ₩7,900 per month (approximately $5.93). Naver Plus members can also access Spotify services under the existing membership fee of ₩4,900 per month (approximately $3.68).
Spotify has been integrated across Naver’s ecosystem: Naver Map’s navigation now supports the Spotify app for in‑transit listening, and Naver Search surfaces Spotify-powered song and album previews, music charts, and playlists.
YouTube faced a Fair Trade Commission probe over allegations it had bundled YouTube Music with YouTube Premium. Google submitted a self-remedy plan through a consent-order process and subsequently introduced YouTube Premium Lite as part of its corrective measures.
YouTube Premium Lite removes YouTube Music and focuses on video content; the service launched in January with a monthly subscription price of ₩8,500 (approximately $6.38).
