How Netflix Made Us Fall for K-Dramas

Korean TV shows excel on streaming services, surpassing other entertainment options — and it’s not just about Squid Game. Netflix’s K-drama Bloodhounds, now in its second season, is a massive hit, topping global viewing charts. Last week, it was the most-watched non-English show worldwide on the platform, with 7.4 million views, ranking third overall. Korean content consistently features in Netflix’s top non-English shows, often with multiple entries in the top 10. The three most-watched seasons in any language on Netflix are all Korean, led by Squid Game’s first three seasons. This show broke records in 2021 with 1.65 billion viewing hours in the first four weeks, accumulating 4.5 billion hours over time. Despite Squid Game’s success, it only accounts for a small portion of Korean viewership on Netflix. From 2023 to 2025, subscribers streamed over 51 billion hours of Korean films and TV, as revealed in a Netflix data analysis for a special Lowpass report. Korean dramas’ popularity wasn’t sudden, as Netflix co-CEO Ted Sarandos noted in 2021. According to him, Korean content already had a global following. In the United States, services like DramaFever, Viki, and KDrama introduced Korean storytelling to Western audiences before Squid Game’s breakthrough. DramaFever, catering to groups like Midwestern women and Latin teens, capitalized on Hollywood’s oversight of Korean shows. However, with just over 400,000 subscribers, it closed in 2018. Unlike DramaFever, Netflix benefits from a vast audience, dubbing operations, and algorithms guiding viewers to content they’d enjoy, such as Squid Game, Extraordinary Attorney Woo, or All of Us Are Dead. Many of these shows share grand themes of friendship, love, and loss. Squid Game critiques capitalism, Stranger tackles the separation of state powers, and The Glory addresses bullying and abuse, resonating with audiences wanting justice. Netflix’s substantial investment into Korean content includes a $500 million commitment in 2021 and an additional $2.5 billion by 2023. These efforts reflect a willingness to go beyond traditional Hollywood approaches, emphasizing Western actors and directors. Netflix’s strategy also aligns with broader trends: the pandemic accelerated streaming adoption while pausing major Hollywood productions, leaving viewers eager for new content. Furthermore, the rising interest in K-beauty and K-pop reinforced Korean media’s success. Netflix’s top-streamed movie, KPop Demon Hunters, though American-made, exemplifies this phenomenon. The Korean drama boom raises concerns about potential impacts, like a dilution of content or neglect of cultural themes. Some fear a shift toward familiar formulas may stifle innovation. Korean box office revenue declined as the industry grappled with post-pandemic challenges. There’s also a risk of prioritizing global over local audiences. However, Netflix opens doors for Korean content, prompting further investments in other regions, demonstrating the global appeal of storytelling from anywhere.