South Korean content overtakes UK output as most viewed on Netflix after US
Viewing hours on Netflix by country of origin (%, H1 2023 – H2 2024)
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The UK has fallen behind South Korea as the nation producing the most viewed non-US content on Netflix, according to UK research firm Ampere Analysis.
Ampere’s new report reveals that K-content accounts for 85 (17%) of the top 500 most popular non-US shows and films on the platform, with hit series such as Squid Game and Kingdom attracting huge numbers of streams.
According to Netflix’s self-reported viewing data, South Korean content has been second only to US programming for total viewing hours recorded since 2023. In the second half of 2024, K-content was streamed for 7.7 billion hours – around 8% of all viewing on the streamer – outpacing other major markets such as the UK (7%), Japan (5%) and Spain (2%).
The second season of dystopian survival drama Squid Game topped Netflix’s global charts for H2 2024 with almost 620 million hours streamed, even though it was only released on December 26. Other high-performing Korean shows on the platform include romantic drama Love Next Door and cooking reality format Culinary Class Wars.
During the same period, over half of the top 100 K-content titles on Netflix were originals, and 31% were Netflix exclusives. The majority of these were supplied by local content powerhouse CJ ENM, which last October pledged to maintain its annual content investment level of 1tn won (US$746.5m).
In April 2023, Netflix co-CEO Ted Sarandos said the company would invest US$2.5bn in South Korean content over the next four years.
Ampere Analysis said K-content would continue to be vital for Netflix as the platform focuses on driving viewing time to support its ad-tier strategy.
Orina Zhao, research manager at Ampere Analysis, said: “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. 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 [aka the Korean Wave], maximising worldwide audience reach and boosting international popularity through strategic distribution and collaborations.”
