Spotify shoots to third place in South Korea’s streaming market
Spotify’s user base in South Korea has seen a spike, and we can guess why.
Spotify has taken a major step forward in South Korea’s music streaming market. According to figures from research firm WiseApp, reported by Chosun Biz, the platform’s monthly active users grew by 168% in the past year to reach 4.24 million people.
This sharp increase has pushed Spotify ahead of local services Genie Music and Flo, both of which have seen growth stall. YouTube Music remains in first place with 10.1 million users, while Melon is second with 6.2 million, though its audience has dropped by 5% over the same period.
Wiseapp bases its findings on real-time app and payment data, as well as a survey of monthly active users (MAU) of major streaming platforms in the country. Although these are estimates based on smartphone usage data, it’s plain to see the impact Spotify is having on the market.
Spotify’s growth in South Korea is undeniably linked to the launch of its free tier in October 2024. Before then, the app was only available as a paid subscription, which limited its reach. Opening up a free option made the platform more accessible, evidently fuelling a wave of new listeners. This was the turning point that kickstarted Spotify’s growth in South Korea, allowing it to challenge local DSPs for market share.
As Music Ally notes, Marketing has also played a key role. Spotify has invested in events like its “Speakeasy Live” concerts, as well as pop-up campaigns with major K-Pop acts Enhypen, Stray Kids, and Aespa. These efforts have helped boost awareness and visibility of the platform.
South Korea has long been a stronghold for domestic streaming services, but Spotify’s climb to third place suggests international platforms are now reshaping the market. For artists, this means more chances for music to travel beyond borders and reach new fans. With K-Pop listeners among the most engaged audiences in the world, the impact of Spotify’s free tier launch in South Korea is likely to continue.
For those looking to share their work globally, it has never been simpler to upload music to South Korea through streaming platforms. As Spotify cements its position, the demand for fresh sounds is only growing.