"Market value of BTS is over 3.65 trillion won. It is equivalent to 520 billion won (over USD 446 M) per member. In simple comparison, it is comparable to Lionel Messi (33, FC Barcelona), the most expensive soccer player in the world."
#BTSARMY @BTS_twt https://news.v.daum.net/v/20200921062643957

The market value of brand BTS (not BigHit, just #BTS) is 3.65 trillion won (over USD 3B ). According to the Big Hit Securities Report, out of the 294 billion won (consolidated) of Big Hit's first half sales (consolidated), 257.9 billion won is the sales of BTS (over 80%)!

I think some people are confused with Market Value vs. Net Worth! The simplest way to explain it is let's consider a brand! Think of each BTS members are brands under the Brand BTS! BTS's net worth isn't 3 Billion and each of them don't earn 446 Million, it's their brand value!

So, Brand value of BTS is estimated average of their reputation as artists, their advertising power, musical royalties, marketing, appearance fees. Then each member is worth total divided by 7. It's also an estimated average. Now how does it help? Well, it gives them advantage!

How? Let's say they are negotiating their appearance fee or advertising royalties, their brand value gives them more money and competitive advantage over others!
It's not cash in bank but more in opportunities it creates!
Am I making sense?

So think about in terms of house! A house has an estimated market value which go up and down based on market! But you will only get it if you sell it! Otherwise it's an investment which gives you a certain lifestyle! I hope I made it clear!