The competition among domestic companies to secure the No. 2 spot in Korea’s online video service (OTT) market is heating up. While global giant Netflix leads the pack, the combined influence of local platforms like TVING, Coupang Play, and Wavve is not far behind. Some predict that if the merger between TVING and Wavve goes through, the gap with Netflix could narrow significantly, reshaping the competitive landscape.
According to global market research firm Omdia on the 27th, Netflix holds a 31% share of Korea’s subscription-based OTT market.
Close behind, homegrown platforms TVING, Coupang Play, and Wavve are locked in a tight race. TVING (16%), Coupang Play (13%), and Wavve (11%) are jostling for position, with their rankings frequently shifting.
TVING is strengthening its competitiveness with a content strategy targeting sports fans. With the professional baseball season in full swing starting in April, the platform expects an influx of baseball enthusiasts. Meanwhile, Coupang Play is leveraging its Premier League broadcasting rights to attract soccer fans, solidifying its position as a sports entertainment hub.
While Netflix dominates individually, the combined share of domestic OTT platforms reaches 40%, surpassing the global leader. This reflects the strategic positioning of local players as K-dramas continue to play a pivotal role in the global content market.
Amid this trend, TVING is expected to expand its content library to bolster its competitiveness both domestically and internationally. CJ ENM, TVING’s major shareholder, has set a goal of reaching 15 million global subscribers by 2027. In addition to last year’s announced budget of approximately $706 million, the company has pledged an additional $106 million in content investment this year. It also plans to collaborate with studios in key overseas markets, including the U.S., Japan, and Southeast Asia.
TVING’s global launch is expected to send shockwaves through the OTT market. Kia Ling Teoh, senior analyst at Omdia, said, “The ongoing merger discussions between TVING and Wavve could create a potential game-changer. If the deal goes through, it would form Korea’s largest streaming service, significantly closing the gap with Netflix and reshaping the competition.”
Coupang Play, operated by Coupang, has a smaller original content library than TVING but has expanded its offerings through strategic partnerships with Hollywood studios, including Paramount and Warner Bros. Discovery, as well as securing major sports broadcasting rights. This sets it apart from competitors focusing primarily on domestic original productions.
Jun Wen Woo, senior analyst at Omdia, noted, “As the OTT market evolves, both global and local platforms are adjusting their strategies to meet changing consumer expectations. While Netflix leads in individual subscriber share, local players are increasingly establishing themselves as key global contenders, backed by strong local content, strategic investments, and platform innovation.”
