New ‘Squid Game' season breaks Netflix records
The final season of the dystopian thriller logged more than 60 million views in its first three days – the biggest debut in that time frame – and ranked No 1 across all 93 countries with top 10 rankings, according to Netflix. That compares with the debut of the previous season, which drew 68 million views in the first four days.
The runaway success of Squid Game highlights the enduring international appeal of Korean storytelling and Netflix's pivotal role in amplifying it. The series reflects deep-seated social anxieties while spotlighting South Korea's creative firepower.
For Netflix, which has invested billions of US dollars into Korean content, the challenge now is sustaining momentum with a pipeline strong enough to command global attention.
Originally released in 2021, Squid Game was an instant hit and a cornerstone of Netflix's local-for-local strategy. The series remains Netflix's most-watched title of all time, amassing approximately 600 million views across its first two seasons to date.
'Squid Game really must have been the first real Korean drama for a lot of people outside Korea to watch,' said Don Kang, vice-president of Netflix's Korean content. 'Ever since then, 80 per cent of Netflix members have watched Korean content and many of them still continue to do so.'
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Despite receiving mixed reviews for the third season, the show generated significant international buzz on social media following its debut on Friday (Jun 27). An American adaptation of Squid Game is reportedly in the works, directed by filmmaker David Fincher. Netflix has not officially confirmed any spinoff or sequels of Squid Game.
A massive parade was held in central Seoul on Saturday evening to celebrate the launch of the final season and as part of the Korean government's push to position the city as a cultural hub and global tourism destination.
'We want to be the place where creators come to us with stories that no one else will tell at a scale that has not been possible before,' Kang said. 'If we keep doing that, I think the next Squid Game will come.'
Netflix's Korea team has also transformed its variety shows into global sensations with hits like Physical: 100 and Culinary Class Wars. Both shows are set to return later this year and are currently in discussions for potential international adaptations, according to Kang.
In an increasingly crowded streaming market, Netflix has partnered with South Korea's Naver, to attract a new segment of users. Naver, which owns the New York-listed Webtoon Entertainment platform, brings added value to the collaboration, though the partnership is still in its early stages. Kang also said live streaming and sports content are being considered as part of Netflix's broader Korean strategy to boost global user engagement. BLOOMBERG
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