South Korean content is second only to the US’ shows and films on Netflix for total viewing hours, according to a report by Ampere Analysis.
Netflix’s South Korean content accounted for approximately 85 of the top 500 most popular non-US shows and films on the platform. In 2023, Netflix unveiled its four-year $2.5B commitment to South Korean content.
The best-performing title from Korea was Squid Game: Season 2, which topped Netflix’s global charts in the second half of 2024, with 619.9 million hours streamed globally.
Other top-performing Korean titles include romance drama Love Next Door: Season 1 and cooking reality show Culinary Class Wars: Season 1, with older Korean shows Squid Game: Season 1, Queen of Tears: Season 1, and Crash Landing on You also receiving significant viewership on the streaming platform.
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Since 2023, South Korean content has been second only to US content for total viewing hours recorded, according to Netflix’s self-reported viewing data.
In the second half of 2024, South Korean content was streamed for 7.7 billion hours, around 8% of all viewing on Netflix. This outpaces content from other major Netflix markets, including the UK, Japan, and Spain.
South Korean content consistently represents 8% to 9% of viewing hours on Netflix, ahead of UK content at 7% to 8%, and Japanese content at 4% to 5% of viewing time.
Ampere’s analysis highlighted that Netflix’s success with South Korean shows and films reflected the streamer’s “mature content production and licensing strategy.” During H2 2024, over half of the top 100 South Korean titles on Netflix were its originals, and 31% were Netflix exclusives. The majority of these titles were produced by local entertainment conglomerate CJ ENM.
In Korea, Netflix also has licensing and distribution deals with local broadcasters JTBC, KBS, SBS, and MBC.
“Ampere’s analysis of Netflix viewing data confirms that South Korean content is now consistently among the most widely exported and consumed content globally,” said Orina Zhao, research manager at Ampere Analysis. “It plays a pivotal role in the streamer’s international success, driving both breakout hit titles (such as Squid Game and Kingdom) and sustained viewing time. Netflix will continue to invest in and release high-quality Korean titles, including both original productions and licensed content, supported by exclusive distribution partnerships with leading local players.”
“South Korean content owners are well-positioned to capitalize on the global Hallyu phenomenon, maximising worldwide audience reach and boosting international popularity through strategic distribution and collaborations,” added Zhao.
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