"Netflix raised its subscription fee"... Coupang Play offers free viewing

“Netflix raised its subscription fee”… Coupang Play offers free viewing

2025-05-10

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Netflix and Coupang Play launched opposing strategies on the same day. Netflix opted for a price increase, while Coupang Play chose to go free.

On the 9th, Netflix announced a price increase. The ad-supported standard rate has been raised from 5,500 KRW to 7,000 KRW, while the ad-free basic rate has increased from 9,500 KRW to 12,000 KRW. This represents an increase of 27.2% and 26.3%, respectively. This price hike marks the second increase since 2021. However, the standard plan (13,500 KRW per month) and premium plan (17,000 KRW per month) prices remain unchanged.

Netflix also explained the rationale behind the increase: "To provide a variety of high-quality entertainment experiences, we occasionally adjust our pricing, which leads to reinvestment to offer better value."

On the same day, Coupang Play made a bold move by offering free access. They announced that Coupang Play, previously available only to Coupang Wow members, would now be available for free to all general members, although ads will be displayed during viewing.

Coupang Play has also enhanced benefits for existing Wow members. The previously limited 4K high-definition streaming and multi-channel audio support will be gradually expanded. Opportunities for on-site audience participation and access to new movies will also continue as benefits.

Coupang Play is the first free OTT service in South Korea. A representative stated, "We will continue to push for innovations that break away from conventional norms, allowing customers to enjoy diverse and excellent content in the most reasonable manner."

Netflix and Coupang Play have adopted completely opposite strategies. The impact of these policy changes by both companies on competition within the domestic OTT market and user experiences is drawing significant attention.

Meanwhile, Netflix's price increase took effect for new subscribers on the 9th and will be implemented for existing members according to their billing cycle. The free policy for Coupang Play will be in effect starting next month.