What's Happening?
According to a new analysis by Omdia and Digital i, South Korean content has become the most-watched on Netflix outside the United States, generating 12.1 billion hours of viewing worldwide between April 2025 and March 2026. This data was revealed at the International
Streaming Summit (OTT·FAST) 2026 in Busan. South Korean productions have outperformed other major content-exporting countries, including Japan and the United Kingdom, with 44% more viewing than Japanese content and nearly double that of UK content. Popular shows like 'Squid Game', 'Daehongsu (The Great Flood)', and 'Pokssak Sog-atsuda (When Life Gives You Tangerines)' have significantly contributed to this success. Maria Rua Aguete, Head of Media & Entertainment at Omdia, highlighted the strategic importance of Korea's content ecosystem, which combines world-class creators, strong intellectual property, and innovative production techniques.
Why It's Important?
The dominance of South Korean content on Netflix signifies a major shift in the global entertainment industry, where audiences are increasingly embracing stories regardless of language or geography. This trend underscores the growing influence of non-English content in the global streaming market, challenging traditional content powerhouses like the United States and the United Kingdom. The success of South Korean productions highlights the potential for other countries to leverage their unique cultural narratives to capture international audiences. This development could lead to increased investment in South Korean media and further expansion of its cultural influence worldwide.
What's Next?
As South Korean content continues to gain popularity, it is likely that Netflix and other streaming platforms will increase their investment in Korean productions. This could lead to more diverse and innovative content offerings from South Korea, further solidifying its position in the global entertainment market. Additionally, other countries may seek to emulate South Korea's success by investing in their own content ecosystems, potentially leading to a more diverse range of global content available to audiences. The continued success of South Korean content could also influence global content distribution strategies, encouraging platforms to prioritize international content acquisition.
