2025 MAMA awards served again this year as a stage to confirm the direction of the K-pop global industry.
The ceremony, held immediately after the Hong Kong fire disaster, focused on messages of consolation and solidarity. Major Hong Kong media praised the swift and meticulous handling as a "systematic response capability of the Korean entertainment industry."
This year's MAMA awards clearly revealed the flow of global platform competitiveness beyond the award results. Global K-pop content platform Mnet Plus (Mnet Plus) introduced MAMA 4K ultra-high-definition live streaming for the first time this year, providing the same quality live environment to 251 regions including mobile and PC web. This greatly expanded the existing viewing experience and led to an immediate increase in global traffic.
During the MAMA awards period, real-time usage on Mnet Plus increased significantly compared with the previous year, and overall video consumption for November also expanded noticeably. In particular, global traffic rose sharply compared with the previous year, and new subscribers also increased, leading to assessments that the ceremony had a strong impact on platform inflows.
Mnet Plus is designed so that fans can experience the entire range of activities — viewing, voting, community, support, commerce — on a single platform. After the 2025 MAMA awards, the platform plans to enhance the user experience through diverse fan-tractive content such as the original survival show "PlanetC: Home Race" and the reality show "ALPHA DRIVE ONE Let's Go," which were released on the 6th.
OSEN=reporter Ji Hyung-jun