Spotify challenges local music streaming rivals in South Korea
Spotify’s free tier rollout has sparked rapid growth as it edges closer to overtaking South Korea’s biggest homegrown music services.
Spotify is stepping up its competition in South Korea, narrowing the gap with the country’s leading local digital streaming platforms (DSPs). Since introducing its free tier in October 2024, the global streaming service has seen a sharp rise in users, overtaking certain platforms.
According to a report from Chosun Biz, shared by Music Ally, Spotify has climbed to third place among music streamers in South Korea. The figures, based on data from Wise App, show that Spotify now has nearly 3.6 million MAUs – ahead of local rivals Genie Music (2.6 million) and Flo (1.8 million). Only Melon (6.5 million) and YouTube Music (9.8 million) remain ahead.
Spotify is said to be “closing the gap” with Melon, a long-standing leader in South Korea’s streaming scene. While Melon still holds second place, its user base has been slowly shrinking, making room for global competitors like Spotify and YouTube Music to grow. These shifts reflect changing preferences among South Korean listeners, especially younger users drawn to free access and international content.
Spotify originally launched in South Korea in 2021, but it entered the market without a free listening option – a key feature for success in regions where freemium models are popular. The rollout of the free tier in 2024 has clearly helped the platform gain traction.
Beyond growing its user base, Spotify is investing in Korean music. In its latest Loud & Clear report, Spotify revealed that Korean artists were streamed over 2 billion times in 2024 on the platform. Listening hours totalled more than 9.7 million, with large contributions from countries such as the US, Indonesia, Brazil, the Philippines and Mexico, according to Music Ally. The company also launched a new video performance series with K-Pop group Enhypen and even hosted a physical pop-up event to support the release.
Spotify’s rapid growth in South Korea marks a significant shift in a market long led by local platforms. With its free tier, global reach, and investment in Korean music, Spotify is no longer just a foreign competitor – it’s becoming a serious contender. While domestic services like Melon still lead, the gap is narrowing fast, and Spotify’s steady rise signals its intent to be a dominant force not just globally, but in every key music market.