Spotify has officially rolled out its free music and podcast streaming service in South Korea, aiming to expand its user base in the competitive audio streaming market. Announced on Thursday, this new offering aligns with Spotify’s freemium business model, which combines a limited ad-supported service with a premium subscription option for unlimited access.

The introduction of the free tier is designed to enhance Spotify‘s ability to connect a global audience with Korean music, particularly the thriving K-pop genre. Users in South Korea can now sign up for a free account to enjoy access to Spotify’s extensive playlists, popular podcasts, and personalized daily mixes. This development not only broadens Spotify’s audience but also highlights the increasing global interest in Korean entertainment, Reuters reported.

Spotify has emphasized the effectiveness of advertising on its free tier. According to the company, ads on Spotify capture twice as much attention compared to those on social media platforms worldwide. This feature presents brands with a compelling opportunity to reach consumers more effectively, potentially increasing engagement and conversion rates.

Since launching in South Korea in 2021, Spotify has seen remarkable growth in engagement. The platform reports that the average monthly streams for South Korean artists have now surpassed 5.8 billion, reflecting the increasing popularity of Korean music among both local and international listeners.

By introducing a free streaming option, Spotify is positioning itself to better compete in the South Korean market while promoting Korean music on a global stage. As the service continues to evolve, it will be interesting to see how this move impacts user engagement and advertising revenue in one of Asia’s most dynamic music markets.