Coupang Play Fails Live Broadcast of Son Heung-min Match, Angering Users

Coupang Play's exclusive broadcast of soccer star Son Heung-min's start against Atletico Madrid was marred by significant connection errors, frustrating users who missed substantial portions of the game. Many viewers were unable to watch the match for nearly 40 minutes due to the surge in simultaneous connections, which exceeded the platform's capacity.

The incident represents a major setback for Coupang Play's ambitious expansion into the sports broadcasting sector. The company has been aggressively acquiring sports broadcasting rights and even introduced a separate sports pass, signaling a strong commitment to growing its sports business. This technical failure during a highly anticipated match, where Son Heung-min played for 67 minutes, has drawn sharp criticism from users on social media.

The core challenge for streaming services like Coupang Play lies in managing 'peak traffic.' Live sports broadcasts naturally attract concentrated viewership at the start of popular games. Ensuring a stable infrastructure to handle these predictable surges in demand, without incurring excessive costs from over-provisioning servers, is crucial. The company must accurately predict viewership for each event and secure appropriate resources to prevent future disruptions.