BTS has been recognized as the most in-demand figure in the global entertainment market for 2025. Alongside BTS, fellow HYBE label artists ENHYPEN and SEVENTEEN have also secured top positions, with all three groups ranking in the 'Top 10'.
According to the '2025 Annual Report: What Audiences Loved in 2025' released by global content analytics firm Parrot Analytics on the 6th, BTS ranked first in the 'Talents of the Year Under 30' category. ENHYPEN and SEVENTEEN followed closely, ranking second and eighth, respectively.
The rankings are based on the 'Average Demand' metric, which quantifies the frequency and intensity of user reactions to specific content and figures. The survey targets individuals under 30 years old or with less than 30 years of activity as of the end of 2025. This data serves as a key indicator for measuring intellectual property (IP) value within the industry.
The report highlighted BTS's ability to drive repeated demand surges, even with limited group activities in 2025, acting as a central force in the market. The group's continued relevance through events like 'BTS FESTA' and solo activities of its members were cited as major factors, indicating that BTS's activities function as a cultural infrastructure.
ENHYPEN saw a clear rise in demand following their participation in major global stages. Their involvement in last year's 'Coachella Valley Music and Arts Festival' and their world tour 'WALK THE LINE', which included 29 performances across 18 cities worldwide, attracted a total of 676,000 attendees, including an encore performance in Seoul, demonstrating their expanding global demand.
SEVENTEEN's fifth studio album 'HAPPY BURSTDAY' reached No. 2 on the 'Billboard 200', and their 38 performances in major cities worldwide amassed over 1.26 million attendees both online and offline. Their 'B-DAY PARTY', celebrating their 10th anniversary, drew approximately 352,000 visitors to Seoul's Jamsu Bridge and Banpo Hangang Park for exclusive performances and exhibitions.
The report concluded that the global market in 2025 has shifted towards a digital culture and fandom-centric consumption structure, with K-pop artists leading this transformation. K-pop's influence is expanding through high demand concentration in music streaming, social media interaction, and tours compared to other sectors.
HYBE is advancing a 'Multi-home, Multi-genre' strategy, establishing bases in major music markets and nurturing locally optimized artists. This approach is creating a virtuous cycle of global IP creation and market influence expansion, contributing to the growth of K-pop.
By Min-Kyung Lee, TenAsia Reporter 2min_ror@tenasia.co.kr