South Korean content is second only to the US for total viewing hours on Netflix, according to a new report published by Ampere Analysis.
The importance to Netflix of South Korean is illustrated by the 17% (85 titles) out of the top 500 most popular non-US shows and films on the platform. As the streaming giant focuses on driving viewing time to support its ad-tier strategy and reduce subscriber churn, South Korean content’s impressive performance is increasingly significant.
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 major markets, including the UK, Japan, and Spain.
South Korean content consistently represents 8%-9% of viewing hours on Netflix, ahead of UK content at 7%-8%, and Japanese content at 4%-5% of viewing time. This is despite hits from the UK, such as Black Doves: Season 1 and The Gentlemen: Season 1, and the growing popularity of anime, which is a key driver of Japanese content viewing on Netflix.
“Ampere’s analysis of Netflix viewing data confirms that South Korean content is now consistently among the most widely exported and consumed content globally. It plays a pivotal role in the streamer’s international success, driving both breakout hit titles (and sustained viewing time,” said Orina Zhao, Research Manager at Ampere Analysis says:
“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 capitalise on the global Hallyu phenomenon, maximising worldwide audience reach and boosting international popularity through strategic distribution and collaborations.”
It will be no surprise that Squid Game: Season 2 topped Netflix’s global charts in H2 2024, with 619.9m hours streamed. Its success continues to drive viewership for other South Korean content. Romance Drama Love Next Door: Season 1 and Cooking Reality show Culinary Class Wars: Season 1 saw posted performance. Previous hits such as Squid Game: Season 1, Queen of Tears: Season 1, and Crash Landing on You also continue to be widely watched by a global audience.
