In a time where all streaming platforms are shifting towards fee hikes with ads midroll, Coupang Play is here to disrupt the industry with FREE ad-supported streaming.
In a bold move set to disrupt the local entertainment industry, Coupang Play is going to become South Korea’s first major streaming platform to offer a free, ad-supported video-on-demand (AVOD) service. The new model is expected to launch this June and it will allow Coupang members to enjoy a wide range of content completely free, supported by advertisements. You can watch your favorite including original series, dramas, films, and sports without paying a single buck, as long as you can sit through the ads.
Coupang Play – A Strategic Shift in Korean Streaming
Until now, Coupang Play was only accessible to those subscribed to Coupang’s Wow membership. It is a bundle service that includes benefits like free Rocket Delivery and ad-free streaming for 7,890 won (about $5) per month. With this latest strategic move, Coupang is dramatically expanding its reach by removing the paywall for most content. It will monetize viewership through preroll and mid-roll ads.
This makes Coupang Play the first Korean streamer to adopt a model that is common in the U.S. American streaming services like Tubi, Pluto TV, and Amazon’s Freevee show that AVOD can be a powerful growth engine. It is especially important in today’s time when consumers are tired of rising subscription costs.
What’s Included in the Free Tier?
Under this new structure, Coupang Play will offer:
- Free streaming of most original and licensed content
- Domestic and international dramas
- Korean and global films
- Sports content and live news broadcasts
All of this will be available to Coupang members at no additional cost, albeit with intermittent ads.
Exclusive Perks for Wow Members
Coupang hasn’t forgotten its paying subscribers. In fact, Wow members will receive notable upgrades, including:
- Expanded 4K Ultra HD streaming across more titles
- Multichannel surround audio support for a richer viewing experience
- Continued ad-free playback for the entire library
- Early access to premium content and features
In addition, Coupang Play is introducing a “Pass” add-on service later this year, initially for Wow members. This new tier will unlock access to high-demand categories such as:
- Access to premium content like newly released films
- Japanese and Chinese dramas
- Premium sports coverage
Eventually, the Pass tier may be extended to all Coupang members, but details around pricing and rollout are still to come.
How Coupang Play Stacks Up Against Other Korean Streaming Giants
With this move, Coupang Play isn’t just expanding access — it’s redefining the value proposition in a market dominated by paywalled platforms. Here’s how it compares to major local and global competitors:
| Platform | Monthly Fee | Ad-Free? | Free Tier? |
|---|---|---|---|
| Coupang Play | ₩7,890 (Wow) FREE (lauching in June) | Yes (Wow), No (Free) | Yes (with ads) |
| TVING | ₩9,900–13,900 ₩5,500 (ad-supported) | Yes | No |
| Wavve | ₩7,900–13,900 | Yes | No |
| Netflix Korea | ₩9,500–17,000+ ₩7,000 (ad-supported) | Yes | No |
| Disney+ Korea | ₩4,950–6,950 | Yes | No |
Key Differentiator: Coupang Play’s introduction of a free, ad-supported model positions it as the most accessible service on the market. That gives it a clear edge among value-conscious viewers, especially those already in Coupang’s massive ecommerce ecosystem.
A New Frontier for Korean Streaming
Coupang’s aggressive expansion into AVOD and tiered content access comes at a time when streaming services globally are grappling with subscriber fatigue, competition, and rising churn. By offering both free access and high-end features, Coupang Play may have struck a winning formula for the Korean market. It will be especially popular mobile-first and budget-conscious users.
For Korean consumers, this means more choices and less pressure to commit to monthly fees. For the industry, it could prompt a broader shift toward hybrid monetization models blending subscriptions, advertising, and premium add-ons.
As Coupang continues to innovate in retail, logistics, and new media, the company is making clear its ambition to own a larger share of daily digital life in Korea, starting from what you buy to what you binge.
Website: https://www.coupangplay.com/
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