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Netflix grows its live event strategy with BTS comeback show

Financial Express Pune

|

March 22, 2026

NETFLIX TURNED THE heart of Seoul into a global stage as K-pop megastars BTS returned to performance with a livestream comeback show that drew millions of viewers worldwide as part of a new drive by the US entertainment powerhouse to show live events that can “pull people together”.

- BLOOMBERG

Led by the director behind Super Bowl halftime shows, Hamish Hamilton, the production—BTS’ first show in nearly four years—centred on a symbolic arch and digital wall. It was designed to frame the 14th-century Gyeongbok Palace, the seven band members and tens of thousands of fans—creating and capturing a major K-cult

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