[콘텐츠 인사이트] '정보유출' 쿠팡플레이, MAU 900만 회복 배경

Coupang Play's recovery to 9.11 million MAU after a major data breach reveals the resilience of membership-based ecosystem lock-in over standalone streaming services. Unlike pure OTT platforms that rely solely on content appeal, Coupang Play's integration with daily e-commerce and membership benefits created user dependence that survives trust crises when the parent platform stabilizes. This business model distinction shows how bundled services can recover through platform engagement rather than content strategy alone.