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In a major play to expand its user base, global music streaming giant Spotify has launched its free tier in South Korea. The move comes three and a half years after first entering the lucrative Korean market back in early 2021.
Until now, South Koreans could only access Spotify’s massive catalogue of songs and playlists by paying for a premium subscription. But no more – music fans in the country can now enjoy on-demand streaming without spending a dime.
Industry insiders see this as a game-changing move. Gautam Talwar, Spotify’s Asia Pacific chief, hailed it as “an exciting moment” that will boost artists, labels, and consumers. Some called it long overdue as rivals like YouTube Music have offered free options.
The gamble already seems to be paying off. Since launch, Korean artists’ monthly streams on Spotify have rocketed over 70%, crossing an incredible 5.8 billion plays. That surge is surely just the beginning as the platform opens the floodgates to all listeners.
With free streaming in the mix, Spotify can now seriously challenge domestic leader Melon and other competitors biting at its heels.
