Over 40 Million Cumulative Subscribers, 80% Overseas Users
"Expanding Beyond Korea, China, and Japan to Target North America and Europe"
Marking its 30th anniversary, CJ ENM has unveiled its vision to develop 'Mnet Plus' into a global K-pop fandom platform targeting the 'Zalpha Generation' (Gen Z+Alpha), those born after 1996.
Jiwon Kim, Head of the Mnet Plus Business Division, announced at the 'Culture Talk' event held on the morning of October 28 at the CJ ENM Center in Sangam-dong, Mapo-gu, Seoul, "We have repositioned Mnet Plus not just as a community or voting app, but as a global content platform."
Since its launch in 2022, Mnet Plus has surpassed 40 million cumulative subscribers in just three years. Monthly active users (MAU) have reached 20 million, and daily active users (DAU) stand at 7.62 million. Overseas users account for 80% of total traffic, and users in their teens make up 55%, exceeding half of the total. By country, the user distribution is 21% in China, 20% in Korea, 18% in Japan, and 8% in Indonesia.
Building on 30 years of music production expertise and broadcast intellectual property (IP), CJ ENM has outlined a strategy to develop Mnet Plus into the core of the global fandom ecosystem, moving beyond a simple content distribution platform. Kim stated, "While this year has focused on growth centered around Korea, China, and Japan, starting next year we will expand our fanbase to North America, Oceania, and Europe." She added, "We will strengthen original content featuring K-pop mega IPs to actively target local markets."
CJ ENM plans to quadruple its investment in original content next year compared to this year. Regarding the specific investment amount, Kim described it as "a significant level."
Mnet Plus integrates Mnet broadcast IP and major music events such as 'Boys 2 Planet,' 'The City of Spy: NCT 127,' KCON, and MAMA AWARDS, expanding fan engagement. Notably, during the live finale of 'Boys 2 Planet,' a peak of 70,000 votes per second was recorded, demonstrating real-time global fandom participation. Kim stated, "We aim to develop the platform into an 'experience platform' where fans can not only watch content but also participate and immerse themselves directly."
The revenue model for Mnet Plus is advertising-based. By utilizing pre- and post-video ads as well as reward-based ads, the platform maintains a free user environment while generating revenue. Kim commented, "We will not rush to introduce paid services so that even light fans can use the platform without barriers," adding, "Some premium content will be offered for a fee to enhance both content diversity and profitability."
Chawoojin, Director of the Enter Culture Research Institute, who presented on the theme "The Grammar of K-pop is Changing," stated, "K-pop has now shifted to a structure where fans participate from the planning stage." He added, "Platforms must play a role in broadening the scope of culture, not just deepening fandom." He emphasized, "The next step for K-pop is not market expansion, but the creation of culture."
The vision for Mnet Plus presented by CJ ENM is a "K-pop all-in-one fanteractive platform." Viewing, participation, and consumption all take place in one space, enabling light fans to grow into core fans. The company aims to build a virtuous cycle ecosystem connecting fans, artists, and brands, thereby enhancing the sustainability of the K-pop industry.
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