HYBE and Spotify Launch K-Pop Video Podcast Channel

HYBE, the South Korean entertainment company, has announced a partnership with Spotify to launch an official video podcast channel on March 23rd, 2026. This collaboration aims to provide a new format for K-pop fans to experience content from HYBE artists and creators worldwide.

Expanding K-Pop’s Reach Through Video Podcasts

The partnership leverages Spotify’s extensive user base of 751 million worldwide and the growing popularity of video podcasts in the global music market. HYBE will focus on planning and producing the video content, while Spotify will handle distribution to its global audience. This strategic move is expected to increase K-pop’s visibility and accessibility to new listeners.

Content Format and Production

The HYBE Video Podcast will feature an omnibus-style format, presenting a variety of content where singers and creators discuss music and their daily lives. Content will be released sequentially starting next month. HYBE Media Studio (HMS), a dedicated organization within HYBE, will be responsible for the production of all video podcast content.

Strategic Implications for HYBE and Spotify

HYBE stated that the collaboration is designed to offer a more approachable way for fans to engage with K-pop through the video podcast format. The company intends to broaden its reach to new fan bases by offering diverse content that extends beyond music, encompassing K-pop culture as a whole.

The Growth of K-Pop on Streaming Platforms

This partnership comes amid a significant surge in K-pop’s global popularity on streaming platforms. K-pop streams on Spotify have increased by 362 percent between 2018 and 2023 , and by 470 times from 2014 to 2024 . Artists like Enhypen have achieved significant milestones, with songs like “Bite Me” surpassing 400 million streams on Spotify . The collaboration between Naver and Spotify, adding Spotify Premium Basic to Naver Plus Membership, further demonstrates the growing integration of K-pop within major streaming ecosystems.