Netflix’s Continued Love for Korean Content: Beyond ‘Squid Game’

When “Squid Game” Season 3 hit Netflix, it took the world by storm, racking up record views in the first three days and securing its spot as a global hit. But Netflix’s love affair with Korean content didn’t start or end with “Squid Game.” In fact, the streamer has been investing heavily in Korean shows and movies since 2023, committing $2.5 billion over four years to the region.

According to a study commissioned by Netflix from 2CV, 60% of Netflix’s 280 million users have tuned in to Korean content, showcasing the popularity of K-content worldwide. And this isn’t just a passing trend. Diesel Labs, a content intelligence company, found that Korean shows like “Sirens” and “Ginny & Georgia” Season 3 are generating significant buzz online and attracting millions of viewers.

The success of “Squid Game” and other Korean content on Netflix can be attributed to several factors, including Netflix’s willingness to invest in newer Korean talents, the rise of the Korean Wave, and the streamer’s localization strategy. Korean shows accounted for nearly a third of all non-English content viewing on Netflix in the second half of 2024, outpacing Spanish-language content by a significant margin.

With the global success of “Squid Game,” Netflix has opened the door to a new era of K-content, paving the way for more diverse and engaging Korean shows and movies. As Netflix continues to invest in Korean content and audiences embrace K-dramas and other programs, the future looks bright for Korean entertainment on the global stage.