South Korean shows and films are now the second most-watched on Netflix globally, trailing only behind content produced in the United States, according to a new report from Ampere Analysis.
The report found that South Korean titles accounted for 85 of the top 500 most popular non-US releases on the platform. In total, content from South Korea generated 7.7 billion viewing hours in the second half of 2024, making up around 8% of global Netflix viewership – surpassing that of other major markets such as the UK, Japan and Spain.
The global success of South Korean content follows Netflix’s pledge in 2023 to invest $2.5bn over four years into Korean programming. The streaming giant’s strategy appears to be paying off. Ampere noted that over half of the top 100 Korean titles on the platform in H2 2024 were Netflix Originals, while nearly a third were exclusive to the service.
The best-performing Korean title was Squid Game: Season 2, which topped the platform’s global charts with nearly 620 million hours viewed in the latter half of 2024. Other notable performers included the romantic drama Love Next Door, reality series Culinary Class Wars, and returning favourites such as Queen of Tears, Crash Landing on You, and the original Squid Game.
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Ampere attributed the sustained popularity of South Korean programming to Netflix’s “mature content production and licensing strategy.” Much of the streamer’s success in Korea has been underpinned by partnerships with local media heavyweights, including CJ ENM, as well as licensing deals with domestic broadcasters JTBC, KBS, SBS, and MBC.
While US content continues to dominate with the lion’s share of global viewing hours, Korean programming has become a pillar of Netflix’s international appeal – illustrating both the country’s cultural export power and the streamer’s ambitions to broaden its global reach.
“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.”
