The reality behind “high-earning K-pop idols” revealed as nearly half of all groups fail to survive beyond three years

K-pop idols are often linked to luxury homes, global fame, and high earnings, but a new study suggests that only a small number of groups reach that level of success.

On August 4, Professor Kim Jung Seop of Sungshin Women’s University released the results of a study examining 1,182 idol groups that debuted between H.O.T.’s debut in 1996 and the end of 2025.

According to the research, the average K-pop group remained active for only 4.12 years. This is about 58.9% of the standard seven-year exclusive contract period commonly used in the industry.

The study found that the fourth year is often a major turning point for idol groups. Only 55.03% of groups remained active for at least three years, meaning nearly half did not make it beyond their early debut period.

Professor Kim explained, “Because market results during the first one to three years after debut often determine whether an agency will continue investing from the fourth year, many groups end their activities or effectively disband before completing their first exclusive contract.”

Competition has also remained intense. An average of 39.4 new idol groups debuted each year over the past 30 years, including about 19.8 boy groups and 19.6 girl groups annually.

However, surviving the early years did not always lead to major commercial success. Only 42 groups, or 3.55% of all groups included in the study, sold more than 300,000 copies of a single album. The study described this figure as an important benchmark for recovering production and marketing costs.

Only 19 groups, representing 1.61%, achieved million-seller status with one album. Just seven groups, or 0.59%, surpassed 10 million copies in total album sales.

The seven groups were BTS, SEVENTEEN, Stray Kids, EXO, TWICE, NCT, and TOMORROW X TOGETHER.

Professor Kim viewed the success of these groups as a sign that K-pop is entering a new stage. He said, “BTS’s success was not only a one-time exception. Although the number remains small, other globally popular groups have also emerged, creating what can be called a post-BTS era.”

He added, “Now is the time to prepare for K-pop’s next 30 years.”

While K-pop has grown into a major global cultural industry, the study suggests that it remains a high-risk business for most artists and agencies.

The findings also highlight the need for longer-term management strategies that can support more groups beyond their first few years.

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