OTT Platforms Boost Subscriptions with Live Content Strategy

Streaming services, once synonymous with on-demand viewing, are now embracing 'live' content, a shift driven by the growing appeal of real-time events like sports and concerts. Platforms such as Netflix, TVING, Coupang Play, and Disney+ are investing heavily in live broadcasts to capture audience attention and differentiate themselves in a competitive market.

Netflix's broadcast of BTS's comeback live performance in March, streamed to 190 countries and watched by 18.4 million viewers, exemplifies this trend. The platform also live-streamed climber Alex Honnold's ascent of Taipei 101 in January. These events, while a small fraction of Netflix's overall content spending, have been instrumental in attracting new subscribers, with six of the top ten days for new sign-ups in the past five years coinciding with live events.

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We are focusing on discovering global 'must-watch' live events that span all regions and cultures. Live moments are an effective way to connect fans worldwide.

South Korean streaming service TVING has strategically used live KBO (Korea Baseball Organization) league broadcasts to boost its subscriber base and revenue. By securing broadcasting rights for three years, TVING has successfully attracted baseball fans. The platform also streamed the 2026 French Open tennis tournament. Similarly, Coupang Play offers live K-League soccer matches and recently broadcast a BIGBANG fan event, while Disney+ streams the 2025 League of Legends Champions Korea (LCK) Kespa Cup and major music festivals like Lollapalooza Chicago.

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Although live programs accounted for only about 5% of total content spending and 1% of viewership in 2026, six of the top ten days for new subscriber growth in the past five years were days when live events were held.

The primary driver for this focus on live content is its proven effectiveness in subscriber acquisition. A Netflix representative noted that live events are a powerful way to connect global fans. Data shows that live events, even if a small percentage of total viewership, correlate strongly with new subscriber influx. For TVING, live baseball broadcasts have not only increased subscriptions but also led to a 40% year-on-year revenue increase in the second quarter and a 24.7% rise in subscribers.

Furthermore, live content serves as a gateway for subscribers to explore other offerings on the platform. TVING observed that the percentage of users who watched only baseball decreased significantly after the season, indicating that live sports fans are engaging with other genres like dramas and variety shows. The platform actively promotes this by producing baseball-themed original documentaries and entertainment shows, turning live sports into an 'entry point' that expands users' overall content consumption and fosters long-term loyalty.

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Baseball serves as the 'entrance' that brings in users, while original content acts as an expansion device that keeps them engaged and broadens their consumption.