Coupang Play crosses 10 million monthly users for first time, closing gap with Netflix

Streaming platform Coupang Play surpassed 10 million monthly active users for the first time last month, widening its lead over rival Tving and closing in on market leader Netflix.

Analysts credited the milestone to stronger content, including the well-received original series "The Affair Was Just the Beginning" and exclusive sports broadcasts.

The original drama series, released in July, drew some criticism for its bold subject matter, with viewers questioning whether the premise was too provocative. Despite that, the show built strong word of mouth on the strength of its performances and overall quality, drawing new users to the platform.

According to data from Mobile Index released Friday, Coupang Play recorded 10,067,459 monthly active users in August, up 15.97 percent from the previous month — the first time the platform has crossed the 10 million mark. It ranked second behind Netflix.

Netflix, the top-ranked platform with 16,207,518 monthly active users, saw its figure dip 0.74 percent from the prior month, narrowing the gap between first and second place as Coupang Play continues its pursuit.

Tving, which had been competing with Coupang Play for the No. 2 spot, posted 8,154,906 monthly active users, down 4.08 percent from the previous month.

Coupang Play attributed the growth to several content highlights: "The Affair Was Just the Beginning," which captured both buzz and strong viewership; the 2026 Coupang Play Series, which aired Lee Kang-in's debut match after his transfer in domestic 4K for the first time; and a Big Bang 20th anniversary concert and fan event.

"The Affair Was Just the Beginning" has topped Coupang Play's overall popularity chart for five consecutive weeks since its release on July 31, making it the single biggest driver of new user sign-ups.

The series is a black comedy about a popular influencer couple who have built their brand on projecting a happy family life and a neighboring doctor couple in the middle of a divorce, whose lives become entangled in secrets so explosive that even the affair seems trivial by comparison. Word of mouth spread on the strength of performances by cast members Kim Hye-soo, Jo Yeo-jeong and Kim Ji-hoon, as well as the show's overall quality.

The platform's sustained investment in exclusive sports rights also appears to be paying off after five years. The 2026 Coupang Play Series, marking its fifth anniversary this year, has driven user growth by broadcasting major matches from Spain's La Liga and England's Premier League, where Lee Kang-in has been playing.

A "Big Bang 20th Anniversary x Han River Collaboration with Coupang Play" event and concert ticketing also helped attract new subscribers.

Meanwhile, Tving, which had been locked in a battle with Coupang Play for second place, is mounting an all-out effort to contain the fallout from a personal data breach and stem user losses.

Tving held a briefing on the data breach and announced a compensation package that includes identity theft insurance, an upgraded viewing environment, Tving points and entertainment coupons.