They call it a hit. But is it? 🤔
The real story behind Korea’s shifting music charts and why Melon might no longer matter most.
For years, the K-pop world lived and died by Melon. Topping the Melon kchart was the gold standard, the undeniable proof of a song's true impact in Korea. But if you're still judging a hit solely by Melon? You’re missing the biggest shift happening in Korean music right now.
Here's the data that proves the industry has moved on.
A recent Chosun Biz report leaked May 2025 Monthly Active User (MAU) data from WiseApp·Retail, a trusted Korean app analytics firm. The numbers show a dramatic shift in how Koreans stream music:
- YouTube Music: The Undisputed Powerhouse. With a staggering 9.82 million MAU, YouTube Music isn't just popular; it's the #1 music streaming platform in Korea. Period. This isn't a debate. Its sheer user base means performance here – including music video views, viral challenges, and consistent streams – is now absolutely crucial for both domestic public impact and global reach. If your favorite artist is dominating on YouTube Music, their relevance is soaring, regardless of other platforms.
- Melon: The OG. Still a Player, But No Longer the Crown. Once the undisputed king, Melon now holds the #2 spot with about 6.54 million MAU. While it remains a barometer for general public appeal and loyal fandoms, its declining user base shows it's no longer the sole gatekeeper. A strong Melon performance is good, but if it's the only platform where your idol is shining, their overall reach in the current Korean market might be shrinking. The days of Melon being the sole measure of a hit are over.
- Spotify: Rapidly Gaining Ground. Since launching its free tier in October 2024, Spotify has exploded in Korea. It surged to 3.59 million MAU, solidifying its place as the third-largest platform and rapidly closing the gap. Spotify's growth signals a significant shift: more Koreans are embracing a global service, often bypassing traditional domestic ones. Strong Spotify numbers indicate genuine international pull translating into a growing domestic base. Spotify is also in talks with Naver for a full-scale partnership. If included in Naver’s membership program, which has over 10 million paying subscribers, Spotify’s user base could grow even further. Pay attention here – this platform's influence will only continue to rise.
- Genie: The Niche Player. At approximately 2.63 million MAU, Genie remains relevant, but often reflects focused fandom activity and youth-driven trends. While its charts provide valuable insights, don't confuse a Genie 'peak' with broad market domination. It's an important piece of the puzzle, but not the whole picture.
What This Means for Idol Success
This isn't just about numbers; it's about redefining what a "hit" means in today's Korea.
While terms like "All-Kill" (AK) still exist, the true measure of a song's widespread success now demands dominance across these diverse platforms, with YouTube Music leading the charge. Relying on outdated notions of chart rankings solely on Melon will give you a skewed view of reality.
Global Fandom = Domestic Impact
The rise of YouTube Music and Spotify means international fan power directly translates to Korean charts more than ever before. Your idol's global popularity isn't just for overseas tours; it's actively reshaping their standing at home.
The "Flop on Melon" threads? Probably irrelevant.
If your favorite idol is dominating YouTube Music's views and streams, or showing strong growth on Spotify, their overall relevance is undeniable, even if Melon isn't showing peak numbers.