BTS performs the comeback concert 'BTS THE COMEBACK LIVE: ARIRANG' at Gwanghwamun Plaza in Seoul. 2026.3.21 사진공동취재단

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SEOUL, March 25 (AJP) - The livestreamed BTS open-air stage performed before more than 100,000 people in Gwanghwamun for a comeback after a four-year hiatus drew 18.4 million viewers, according to Netflix, marking one of the largest synchronized global concert events to date as the group returned with its first studio album in six years Arirang,” described by The New York Times as “a raucous test of its creative mettle amid rapidly changing genre norms."

The performance entered Netflix’s weekly Top 10 in 80 countries and ranked No. 1 in 24, with viewers across time zones tuning in simultaneously, turning the Seoul stage into a shared global broadcast.

This photo captured from Gwen Grace's youtube channel show BTS x Spotify SWIMSIDE event

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RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook took the stage at “BTS THE COMEBACK LIVE | ARIRANG” in central Seoul before extending the momentum overseas and two days later headlined a second event at Pier 17 in New York.

Held atop a rooftop venue overlooking the East River, the Pier 17 showcase gathered around 1,000 invited fans selected through Spotify streaming data — many already chanting lyrics and replicating choreography to songs released only days earlier.

Online response scaled in parallel. The campaign generated more than 2.62 billion impressions across Netflix-owned channels, with related hashtags trending across the United States, South Korea and major markets in Asia, Europe and Latin America.

This photo provided by Netflix show poster for BTS' upcoming live performance on March 21

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The rollout highlights a shift in K-pop’s delivery model, combining large-scale physical concerts with streaming platforms and data-driven fan targeting to extend reach beyond geography.

The music itself is drawing scrutiny alongside the scale. In a Critic’s Pick review, The New York Times described the album “Arirang” as “a raucous test of its creative mettle amid rapidly changing genre norms,” positioning the release as both a commercial milestone and an artistic checkpoint.

The review notes the album’s maximalist structure and genre shifts, framing it as a project balancing experimentation with the demands of global success and the expectations surrounding BTS and its agency Hybe.

Netflix is set to release a documentary, “BTS: THE RETURN,” offering a behind-the-scenes look at the reunion, album production and stage preparation, extending the narrative beyond the live performances.

Ultimately, the comeback reflects both scale and uncertainty. As the New York Times review concludes, beneath the group’s vast commercial machinery may still lie “a work of odd and satisfying art” — suggesting BTS’ return is not only a global event, but also an open question about how far it can stretch creatively within its own success.
Joonha Yoo 기자 joonhayoo94@ajupress.com

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