The mobile-based, all-in-one platform surges in growth with its exclusive K-pop programming and fan engagement content
Leading entertainment company CJ ENM revealed today that its global K-pop content platform “Mnet Plus” has attracted more than 40 million app users up to date and a peak of over 20 million monthly active users (MAU), with both milestones reached within just three years of its launch.
Mnet Plus is a mobile-based global K-pop content platform that combines exclusive K-pop programming with distinctive fan participation in content. It enables global K-pop fans to watch original variety shows, stream Mnet’s broadcasts and live events, join live voting and in-app missions, collect digital goods, all within one app.
“Mnet Plus is more than a streaming service. It’s a place where global fans have the initiative to shape their own K-pop content experience,” said Kim Jiwon, Senior Vice President of Mnet Plus at CJ ENM. “Our goal is to build an integrated ‘Fanteractive (Fan + Interactive)’ platform that connects content, fandom and business, redefining how global audiences absorb K-pop.”
Where Gen Zalpha Meets CJ ENM’s Flagship K-Pop Content
Since launching in 2022, Mnet Plus has grown rapidly among Gen Z and Gen Alpha audiences, with approximately 80% of its traffic coming from global markets including the U.S., China, Japan, Indonesia and more.
Mnet Plus connects CJ ENM’s vast content library with dynamic fan engagement features. The platform offers exclusive K-pop content, including original variety shows “SUMBAKKOKJIL” and “The City of Spy: NCT 127,” featuring K-pop bands such as TOMORROW X TOGETHER, NCT 127 and ZEROBASEONE, along with streaming and on-demand services for Mnet’s programming, live events, KCON and MAMA AWARDS.
Central to its growth is the concept of “Fanteractive,” which allows fans to take part in numerous in-app activities that go beyond mere viewing: they can vote for their favorite artists, complete missions and support their beloved artists. Furthermore, through their participation, fans can even influence the outcomes of Mnet’s music chart shows and audition programs.
For example, the live finale of “Boys II Planet,” Mnet’s global boyband survival reality show, recorded over 3.5 million votes in a single day, peaking at more than 70,000 votes per second. The 2024 MAMA AWARDS also recorded more than 70 million votes, underscoring the platform’s exceptionally high level of fan engagement.
Heading Towards a “Fully Integrated Fanteractive Platform”
CJ ENM plans to elevate Mnet Plus to a fully integrated fanteractive platform that merges content, community and commerce. Updates coming next year include four times more original and exclusive programming, enhanced global live-streaming capabilities and integrated commerce and community features, all to strengthen the K-pop fandom value chain.
The platform will also introduce an ad-supported free viewing model to make it more accessible to users worldwide, while expanding viewing options to include premium content.
“Unlike fandom-targeted apps primarily centered on artists, platforms built around content can go as far as creating culture, rather than simply competing in the market,” said Cha Woojin, cultural critic and founder of K-Culture Lab. “Content-driven platforms aren’t just expanding the reach of K-pop, they’re becoming the engine that shapes the future of K-pop culture.”
