This paper examines the process by which Spotify, a global music streaming platform, entered the South Korean market. The research objective is to clarify the ripple effects this entry of a global-scale digital music streaming platform had on the existing domestic industry structure and competitive strategies, and to identify the nature of the counterstrategies established to secure and maintain competitiveness. Through this case analysis, the following aspects differentiate Spotify's overseas expansion strategy and the responses of local companies: Spotify's entry into the South Korean market shifted the competitive structure of the domestic music industry from technology-centric to user-centric. It transformed the core competitive elements beyond merely enhancing the music provision capabilities of existing platforms, focusing instead on advanced personalization strategies such as AI recommendation algorithms, emotion-based curation, and interface improvements. Consequently, South Korea's digital music streaming industry evolved from a technology-centric competition paradigm to one centered on data, user experience, and brand loyalty. This provides insights for the industry by demonstrating how digital platform industries undertake endogenous innovation and strategic convergence when facing new market pressures and technological transitions.