Mnet Plus: Revolutionizing K-Pop with 'BOYS II PLANET' and Global Fan Engagement

Mnet Plus, the global K-pop content platform by CJ ENM, is making waves worldwide. The success is largely attributed to the impact of 'BOYS II PLANET,' which began airing last month. Despite maintaining a viewership rating in the 0% range for the first five weeks, the show has significantly contributed to the platform's growth.

Mnet Plus is designed to allow global fans to experience K-pop 'culture' and 'lifestyle' without the constraints of time and space. It boasts a unique value chain based on Mnet's original IP, music content, and CJ ENM's extensive content library, including KCON and MAMA AWARDS. With the world-scale debut project 'Boys 2 Planet,' aimed at creating top-tier K-pop boy groups, Mnet Plus is achieving explosive global success and establishing itself as a leading K-pop content hub.

Recently, Mnet Plus saw its daily active users (DAU) surpass 1.46 million, driven by the 'Boys 2 Planet' effect. The content has accumulated over 35 million views (as of August 17, combining live and clip views), and global voter participation has grown by 200% compared to previous seasons, reaching 1.96 million participants. Notably, the fifth episode's live streaming increased by over 55% from the previous week, setting a new record and solidifying its global presence.

'Boys Planet' Season 1 aired from February to April 2023 as a 12-episode series. It started with a 0.4% viewership rating, gradually increasing to maintain a high 0% range. The penultimate episode reached 1.0%, and the finale achieved a series-high of 1.2%, concluding with the debut of the nine selected trainees as the group Zerobaseone.

The success is underpinned by its evolution into a 'participatory platform.' With fan involvement crucial in survival voting, participant support, and mission song matching, Mnet Plus has implemented digital fingerprinting technology and real-time security monitoring to ensure fair voting. The robust voting system, capable of handling millions of simultaneous users, has enhanced platform trust.

In January, Mnet Plus introduced its own player through a major update, offering real-time streaming, VOD, and clip videos in a one-stop service, enhancing fan-interactive features. It supports global live broadcasts and real-time chat-based communities across 251 countries and regions, providing curated images and videos for each participant. Additionally, star creators can collect 'Alpha Energy' to support participants or access unreleased images as 'Planet Cards,' combining entertainment elements with viewing and voting, thereby increasing fan engagement and contribution to the star-making process.

Mnet Plus stated, "We are evolving beyond a simple viewing platform to a digital space created with fans. We aim to connect and expand the global fandom's enthusiasm in real-time, growing as a representative K-pop content hub."

'Boys 2 Planet' airs every Thursday at 9:20 PM, offering global real-time viewing, voting, and support missions through Mnet Plus.

Lee So-jung, Ten Asia Reporter forusojung@tenasia.co.kr