E-commerce giant Coupang’s massive data breach affecting the personal information of 33.7 million users is now spilling into the company’s ecosystem, resulting in users opting out of its streaming service, Coupang Play. According to industry tracker IGAWorks, Coupang Play’s daily active users dropped to around 750,000 as of Dec. 23, down from its usual range of 800,000 to 1 million in 2025. In particular, Coupang Play’s daily active users peaked at between 1.18 million and 1.28 million on Nov. 29 and 30, when Coupang disclosed the breach, before falling to 990,000 on Dec. 1. The sharp swing suggests that user activity on the platform was affected by the fallout from the data leak. On a weekly basis, the downtrend is even more evident, with weekly active users falling from 4.09 million at the end of November to 3.46 million by mid-December, a drop of more than 600,000 users in less than a month. The dip stems from a strategy that bundles services such as Coupang Eats and Coupang Play with free shipping and returns under a single monthly subscription called WOW. When users cancel t