Netflix’s global content strategy continues to lean heavily on South Korean programming, which now ranks as the second most-watched after U.S. content on the platform. A new report by Ampere Analysis highlights the continued rise of Korean shows and films, underscoring their growing significance to Netflix’s international growth, subscriber retention, and ad-tier monetization strategy.
In the second half of 2024, South Korean content reached 7.7 billion streaming hours, accounting for approximately 8 percent of all viewing on Netflix. This share is higher than that of other major Netflix content markets, including the UK, Japan, and Spain. Notably, this performance came despite recent UK hits such as Black Doves: Season 1 and The Gentlemen: Season 1, and the ongoing global popularity of Japanese anime.
South Korean programming consistently contributes between 8 and 9 percent of Netflix’s total viewing hours. This places it ahead of UK content at 7 to 8 percent and Japanese content at 4 to 5 percent. Among the standout titles, Squid Game: Season 2 led Netflix’s global charts in the second half of 2024 with 619.9 million hours streamed. Other high-performing Korean series included Love Next Door: Season 1 and the reality competition Culinary Class Wars: Season 1. Earlier hits such as Squid Game: Season 1, Queen of Tears: Season 1, and Crash Landing on You continue to attract viewers around the world.
Ampere’s analysis points to Netflix’s mature production and licensing strategy as a key driver behind the success of Korean content. More than half of the top 100 Korean titles on Netflix during the second half of 2024 were Netflix Originals, and 31 percent were platform exclusives. The majority of these titles were produced by CJ ENM, South Korea’s largest media and entertainment company.
Netflix has reinforced its commitment to Korean programming with a $2.5 billion investment announced in 2023 to support content production through 2028. The streamer has also established strong distribution and licensing deals with major local broadcasters, including JTBC, KBS, SBS, and MBC. To expand its production capabilities, Netflix has launched local studios such as Studio 139 and Samsung Studio.
CJ ENM is also leveraging the momentum of the global Hallyu wave. With an $818 million content budget set for 2025, the company aims to expand its international footprint through partnerships with global studios such as Warner Bros. Discovery and Fifth Season. It is also exploring the potential global launch of its streaming platform, Tving.
According to Orina Zhao, research manager at Ampere Analysis, South Korean content is now one of the most widely exported and consumed worldwide. Zhao noted that its consistent performance plays a pivotal role in Netflix’s global success by contributing both breakout hits and strong viewer engagement. She added that Netflix will continue to focus on producing and distributing high-quality Korean titles through strategic partnerships with local creators and studios.
As Netflix aims to strengthen its position across international markets, the continued success of South Korean programming highlights its importance in the platform’s broader strategy. Korean storytelling, with its emotional depth, diverse genres, and strong local industry backing, has become a vital part of Netflix’s efforts to drive engagement and maintain subscriber loyalty around the world.
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