Naver Plus Membership has created a “virtuous cycle ecosystem” with partners following its collaboration with Netflix, executives from both companies reported this week. The partnership, which began last November, allows subscribers paying 4,900 won ($3.75) monthly to access Netflix’s ad-supported plan without additional fees.
The effects were immediate and substantial. New membership subscriptions increased 1.5 times daily after the Netflix integration, with shopping expenditures within Naver rising over 30%. The partnership achieved a 95% membership retention rate, with more than 60% of new subscribers coming from the coveted 30-40 age demographic.
“We gained the insight that content partnerships positively impact not only content consumption but also commerce conversion and customer loyalty,” said Jung Han-na, Naver membership lead.
Netflix also reported benefits, noting more evenly distributed user demographics across age, gender and regional segments in Korea. The companies launched a joint “NaeNet” marketing campaign that won the “2025 Consumer’s Choice Good Advertisement Award.”
Following this success, Naver plans to strengthen its membership value by expanding partnerships beyond current collaborators like Socar and Lotte Cinema. The company is launching a “vertical membership strategy” starting with pet vouchers and expanding into various categories.
