Netflix Inc. is staging a massive live comeback show for K-pop superstars BTS in Seoul, transforming the South Korean capital into a global stage for a livestream event expected to attract millions of viewers worldwide. This move signals Netflix's aggressive expansion into live entertainment, aiming to replicate the communal viewing experience that traditional TV excels at. The US streaming giant, traditionally focused on on-demand content, is betting that exclusive live events can differentiate its service and draw audiences back to scheduled programming, countering the fragmentation of viewing habits. BTS, one of the world's biggest music acts, represents a high-profile anchor for this strategy, potentially boosting subscriber engagement and international brand appeal. Millions of viewers globally are anticipated to tune in, underscoring Netflix's ambition to capture the live event market traditionally dominated by broadcast networks and sports leagues.