K-pop megastars BTS have made a remarkable return to the music scene with a livestreamed concert that drew an astounding 18.4 million global viewers on Netflix. This one-hour program, which aired on Saturday, marked the first time all seven members—Jin, Suga, J-Hope, RM, Jimin, V, and Jung Kook—performed together since their hiatus began in October 2022 for military service.
Hosted at the historic Gwanghwamun Square, the free concert attracted approximately 104,000 attendees, less than the 260,000 anticipated by local authorities, according to entertainment company Hybe.
Despite initial positive trends in Hybe's shares leading up to the event, they fell by 15.5% following the concert. However, the concert marked the beginning of BTS's much-anticipated sold-out, 82-date world tour.
Livestreaming to over 190 countries, including South Korea, allowed fans worldwide to be part of the historic performance. Those without tickets were able to view the concert from screens set up on nearby streets, indicating the high demand for the event.
The concert featured stringent crowd control measures, with around 7,000 police officers deployed to maintain order during the event. Significantly, the broadcast topped Netflix rankings across 24 countries, solidifying BTS's global impact since their long absence.
This event is part of a broader strategy by Netflix to venture into live event broadcasting, and follows previous successful live streams, including that of a boxing match in early 2024.
Industry estimates suggest that BTS and their label, BigHit and Hybe, could generate over $1 billion from their reunion, incorporating revenues from concerts, merchandise, licensing, album sales, and streaming.
BTS remains the primary income source for Hybe, which faced a downturn during the group's extended hiatus.
