[Edaily Starin YUN GI BACK Reporter] The competitive focus of the online video service (OTT) market is rapidly shifting from video-on-demand (VOD) centered on movies and dramas to “live content” such as sports, live performances, and esports. Companies are not only securing new subscribers through differentiated, exclusive content but are also ramping up “lock-in” strategies designed to keep fan communities engaged on their platforms for longer periods.

According to the content industry on the 28th, Disney+ has recently begun targeting sports and music fans by consecutively scheduling live content, including Major League Baseball (MLB), the global esports tournament “League of Legends (LoL) Championship,” and the world-renowned music festival “Lollapalooza.” This is interpreted as a strategy to move beyond its existing IP-centric approach—focused on Marvel, Disney, and Pixar—and strengthen its competitiveness in real-time content.
The competition to secure live content is spreading across major OTT platforms both domestically and internationally. Following its live broadcast of the “BTS Comeback Live: Arirang” concert in Gwanghwamun last March, Netflix expanded its live content offerings by securing broadcasting rights for WWE. TVING attracted users, particularly baseball fans, after securing online broadcasting rights for the KBO League across both wired and wireless platforms, while Coupang Play is strengthening its position as a sports platform by featuring the Premier League (EPL), the NBA, and Formula 1 (F1), building on its initial coverage of the K League.

The industry is focusing on live content because it can increase user engagement time and loyalty. While movies and dramas can be watched at any time, sports games and concerts have high real-time viewing value and are characterized by fans watching simultaneously and sharing their reactions online. In essence, the “shared viewing experience” itself—beyond simply consuming content—becomes a competitive advantage for platforms.
In particular, sports, live performances, and esports have a significant impact on subscription retention because they can drive repeat usage based on specific fan bases. Sports, where competitions continue on a seasonal basis, are likely to keep users subscribed for long periods, while concerts, festivals, and esports tournaments can also attract fans to return repeatedly.
As the OTT market enters a mature phase, the limitation of subscriber growth relying solely on original dramas and movies is cited as another reason behind the expansion of live content. With production costs rising while box office success remains uncertain, platforms are increasingly moving to secure sports and live performance content—which already have established fan bases—to enhance their competitive edge.
An industry insider noted, “While securing original dramas was once the core of OTT competition, live content—which requires users to tune in at specific times—is now becoming a key differentiator,” adding, “Competition among OTT platforms over real-time content such as sports, live performances, and esports is expected to become even more intense in the future.”