Pop royalties, BTS prepares to paint the world red with various shades of love, as the musical kings have finally reunited for their first concert together in years. Their upcoming album, 'ARIRANG,' has already taken the world by storm as the spring calendar blooms closer to the global event of their comeback concert on Netflix. However, legislative scrutiny over HYBE's decision to work with Netflix instead of using YouTube's free service has turned heads. 

HYBE has recently cleared the air on their choice of broadcasting service, standing firm on their stance while their autological 'ARIRANG' promotions take over major social media platforms. 

The National Assembly of South Korea reportedly inquired about HYBE's partnership with Netflix to stream BTS THE COMEBACK LIVE | ARIRANG on March 21, 2026. According to a Mediaus investigation, they cited concerns over not fostering the government's policy of facilitating domestic platforms over global OTTs' monopoly on South Korean intellectual property (IP) rights. However, chairman Bang Si-hyuk's company presented multiple strategic factors that justified its exclusive streaming deal.

The Mediaus investigation by Song Chang-han indicated that HYBE provided the National Assembly's Culture, Sports and Tourism Committee with official documents explaining their decision to go with Netflix as the exclusive live broadcasting platform for the BTS comeback concert. HYBE demonstrated that its live streaming service operates through Netflix, which delivers content to more than 190 countries with superior streaming performance compared to standard free platforms.

The company confirmed that BTS and HYBE maintain fundamental control over their music and performance rights. Netflix operates chiefly as a distribution partner to extend global reach, covering a significant portion of international broadcasting expense, as well as on-site operating and pre-marketing costs, per Song's report. HYBE assured the Assembly that the domestic capital risk would be minimized with Netflix's involvement as compared to YouTube, which lacks operational expense support for streaming events and provides only minimal benefits to promotional activities.

According to the outlet, lawmakers voiced concern over foreign monopoly over K-culture content after Netflix's K-Pop Demon Hunters saw its IP rights go to Japanese and American companies despite using Korean themes. HYBE clarified that Netflix will exclusively broadcast the live, limited to the Gwanghwamun comeback performance and not the mammoth April world tour.

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HYBE stressed that the music revenue generated through the streaming titan will be returned to South Korea. The selection of Netflix as a streaming partner enables HYBE to use the global reach, infrastructure, and marketing capabilities of a leading OTT platform to boost BTS's return beyond standard livestreaming practices, as the K-Pop pioneers begin their unique love-week promotions all over the world and the internet.

From I to U, BTS has crossed all the letters to reach ARMY with their love and music. And in a poetically resounding promotional campaign, the K-Pop icons have taken over Instagram Notes, prompting every user to share their favorite love song. BTS has created a soft romantic atmosphere that spreads across the world because their album serves as a method for people to link their hearts and think about life, longing, and reunion. 

The billboards, which displayed the question - 'What is your love song?' throughout international cities, prompted fans to think about both the song lyrics and the album's greater themes. ARMYs interpreted the mysterious messages as a chance to study all the different ways people experience love in their connection with BTS.

At the heart of this developing theme is RM's recent emotional Weverse letter to ARMY in which he shared his thoughts about human feelings and existence, and the beauty of military service time with others. He discussed the strong emotions that lead to deep connections between people and described how one should give and receive love to the maximum level. 

In August 2023, RM shared that he was reading the French philosophical essay on love, In Praise of Love by Alain Badiou. Eagle-eyed ARMYs have already spotted the stark similarities between 'ARIRANG' red tape and the cover design of Badiou's book. Together with his written words and the book he had recommended, they have created an indirect path that leads to an album that explores love through its various stages while showcasing the everlasting intimacy of human relationships, while maintaining a deep South Korean cultural resonance through Netflix.

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