TWICE Hits 400M Views Again: The Economics of K-Pop's Long Tail

Six years later, and the views keep climbing. TWICE's "Dance The Night Away" crossed 400 million views on YouTube this morning, marking the group's 12th music video to reach this milestone. But here's what's fascinating: this 2018 summer anthem is still gaining momentum in 2026.

In an industry obsessed with the next big thing, TWICE has quietly built something rarer—a catalog that ages like fine wine.

The Long Tail Revolution

TWICE already had 11 videos in the 400 million club: "TT," "LIKEY," "What Is Love?", "Cheer Up," and others. Each new release doesn't just add to their numbers—it resurrects their entire discography.

This isn't just about devoted fans (though ONCEs certainly play their part). YouTube's algorithm creates a feedback loop: discover one TWICE song, and the platform serves up their entire catalog. New fans don't just consume the latest release—they dive deep into the back catalog.

"We're seeing the 'Netflix effect' in K-Pop," explains digital music analyst Sarah Chen. "Fans binge entire discographies like TV series. A six-year-old track becomes as valuable as a brand-new single."

The numbers support this. While Western pop artists often see dramatic drop-offs in older content performance, K-Pop acts maintain sustained engagement across their entire catalog. It's a long tail economy where yesterday's hits keep generating tomorrow's revenue.

Seasonal Content, Timeless Appeal

"Dance The Night Away" benefits from something marketing executives dream of: built-in seasonality. Every summer, the track resurfaces in playlists, TikTok videos, and fan celebrations. It's become a cultural touchstone that transcends its original moment.

This pattern reflects K-Pop's evolution from music genre to cultural ecosystem. Songs don't just chart and disappear—they become part of a living, breathing content library that fans revisit and rediscover.

But not every K-Pop act achieves this longevity. The groups that do share common traits: strong initial impact, consistent fan engagement, and content that feels timeless rather than trendy.

The Broader Implications

For the music industry, TWICE's sustained success offers a different model than the hit-and-run approach dominating Western markets. Instead of chasing viral moments, successful K-Pop acts build sustainable content ecosystems.

This has implications beyond music. In an attention economy where content lifecycles shrink daily, K-Pop demonstrates the value of creating material designed for extended engagement rather than instant consumption.