"Netflix Raised Prices..." Coupang Play Offers It for Free

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Netflix and Coupang Play presented contrasting strategies on the same day. Netflix chose to raise prices, while Coupang Play opted for free access.

On the 9th, Netflix announced a price increase. The ad-supported Standard plan rose from 5,500 won to 7,000 won per month, and the ad-free Basic plan increased from 9,500 won to 12,000 won per month.

These represent increases of 27.2% and 26.3%, respectively. This is the second price hike following the one in 2021. However, the prices for the Standard plan (13,500 won per month) and the Premium plan (17,000 won per month) remain unchanged.

Netflix also explained the reasoning behind the increase, stating, "To provide a variety of high-quality entertainment experiences, we occasionally change our plans," and added, "This leads to reinvestment to provide better value."

On the same day, Coupang Play made a bold move by offering free access. They announced that Coupang Play, previously available to Coupang Wow members, would also be offered for free to general members. However, advertisements will be shown during viewing.

Existing Wow member benefits have been enhanced. The sequential expansion of 4K high-definition streaming and multi-channel audio support, which were previously limited to some content, will continue. Benefits such as opportunities for on-site audience participation and free latest movies will also be maintained.

Coupang Play is the first domestic free OTT service. An official stated, "We will continue to innovate by breaking away from existing norms so that customers can enjoy diverse and excellent content in the most reasonable way."

Netflix and Coupang Play have adopted opposing strategies. Attention is focused on how these policy changes from both companies will impact the competitive landscape of the domestic OTT market and user experiences in the future.

Meanwhile, Netflix's price increase applies to new subscribers starting from the 9th. Existing members will see the change applied sequentially according to their billing cycle. Coupang Play's free access policy will take effect next month.