Netflix and Coupang Play Lead Korea's February OTT Market
Discover how Netflix and Coupang Play dominated Korea's OTT rankings in February 2026 and learn the meaning of OTT νλ.
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Discover how Netflix and Coupang Play dominated Korea's OTT rankings in February 2026 and learn the meaning of OTT νλ.
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EN brief: 2μ OTT νλβ¦λ·νλ¦μ€ 1μΒ·μΏ ν‘νλ μ΄ 2μ (culture) + 1 glossary term.
Netflix remains the undisputed leader of the South Korean streaming market, according to the latest data from February 2026. A recent survey of smartphone users highlights a clear hierarchy among the various platforms competing for Korean viewers' attention.
Coupang Play has solidified its position as the second most popular service, maintaining a significant lead over local rivals like TVING. The gap between the top two players and the rest of the field remains substantial.
Disney+ saw a notable surge in its user base last month, largely attributed to the release of a highly anticipated survival variety show. This growth suggests that exclusive content remains the primary driver for platform switching in the competitive Korean market.
Other domestic platforms such as Wavve and Watcha continue to trail behind, facing stiff competition from both global giants and the e-commerce-backed Coupang Play.
According to data released on March 5th by WiseappΒ·RetailΒ·Goods, Netflix recorded 14.9 million monthly active users (MAU) in February 2026. This figure places it firmly at the top of the South Korean OTT market. The study, which sampled smartphone users across the country, shows that Netflix's reach is nearly double that of its closest competitor.
Coupang Play secured the second spot with 8.79 million users. Leveraging its integration with Coupang's Wow membership service, the platform has successfully built a massive user base that rivals traditional media-focused streaming services. TVING followed in third place with 5.52 million users, while Disney+ took fourth with 2.95 million.
Disney+ experienced a 20% increase in users compared to January, when it had 2.45 million. This jump is credited to the release of the survival show 'Fate War 49' (μ΄λͺ μ μ49). In terms of new installations, Disney+ actually led the pack with 660,000 new downloads in February, followed by Coupang Play (530,000) and Netflix (510,000).
Lower-tier rankings included Wavve with 2.12 million users, Laftel with 1.08 million, U+ Mobile TV with 790,000, and Watcha with 350,000. The data suggests a polarizing market where the top few platforms capture the vast majority of the audience, while smaller or niche services struggle to maintain six-figure user counts.
In the context of Korean business news, νλpando (pando) refers to the "current state of play," "landscape," or "market dynamics." It originally comes from a word meaning a map or territory, but today it is almost always used to describe which companies are winning or losing in a specific industry.
μ΅κ·Ό νκ΅ OTT μμ₯μ νλκ° ν¬κ² λ³νκ³ μμ΅λλ€.choegeun hanguk OTT sijaui pandoga keuge byeonhago itseupnida. β The landscape of the Korean OTT market has been changing significantly recently.
μ μ ν μΆμλ‘ μμ₯ νλκ° λ€λ°λμμ΅λλ€.sinjepum chulsiro sijang pandoga dwibakkwieotseupnida. β The market dynamics were overturned by the launch of the new product.
