On Saturday, the K-pop sensation BTS made a triumphant comeback with a livestreamed concert that drew an impressive 18.4 million global viewers on Netflix. This marked the first time all seven members – Jin, Suga, J-Hope, RM, Jimin, V, and Jung Kook – had performed together since October 2022, when they took a break to fulfill their mandatory military service obligations.
The free concert, held at the historic Gwanghwamun Square, was attended by approximately 104,000 people, according to Hybe, the entertainment company behind BTS. This was lower than the anticipated 260,000 attendees projected by authorities. Despite the lower turnout, Hybe's shares had risen in recent months in anticipation of the comeback tour and the release of their new album Arirang, but fell by 15.5% on Monday.
The event, which signaled the start of the band's sold-out 82-date world tour, was livestreamed on Netflix to more than 190 countries, including South Korea. Only around 22,000 people who secured free tickets were allowed into the main concert venue, while other spectators watched the performance on a dozen screens installed along nearby streets.
To ensure a safe and orderly event, the government implemented strict crowd control measures, deploying approximately 7,000 police officers, including SWAT units equipped with anti-drone systems. The broadcast topped Netflix's rankings in 24 countries, the company said.
This show is just one of Netflix's latest moves into live event broadcasting. In 2024, the platform's broadcast of the highly anticipated boxing match between Mike Tyson and Jake Paul drew more than 108 million viewers globally. Earlier this year, an ascent by American climber Alex Honnold up a Taiwan skyscraper was also streamed live on Netflix, with a reported 6.2 million people tuning in.
Meanwhile, BTS and their record label BigHit and Hybe are expected to generate more than $1 billion (£740 million) from their reunion, driven by concerts, merchandise, licensing, album sales, and streaming revenue, according to Billboard. BTS is Hybe's main source of income, with the firm's operating profit slumping during the band's extended hiatus.
