March 28, 2022
Netflix’s global hit series “Squid Game” helped drive consumption of Korean content to record levels across Southeast Asia in 2021, according to new data from Media Partners Asia. “Squid Game” generated more than 1.6 billion minutes streamed globally in its first 28 days of release on Netflix last September — a tally that continues to dwarf the nearest content combined.
MPA suggested that the series and other localized content helped add 16.2 million SVOD subscriptions in Southeast Asia. The region ended the year with 36.6 million SVOD subs, led by Disney+, Viu and Netflix with 7.2 million, 6.5 million and 6.4 million subs, respectively.
Netflix and Disney+ together represented about 22% of Southeast Asia movies and TV content consumption, with Disney+ relying on its branded franchises and children’s content. That percentage increased to nearly 40% in English-speaking regions Philippines, Malaysia and Singapore.
In Thailand and Indonesia, local content, anime and Netflix, Disney+ and Viu content drove viewership.
Two months after “Squid Game,” Netflix launched “Hellbound,” which had a premiere that clocked 43.48 million viewing hours. “Hellbound” was among the top 10 Netflix shows in 93 countries, and ranked No. 1 in 34 countries, according to the streamer. Sci-fi mystery “The Silent Sea” also made it to the No. 1 spot on the weekly non-English top 10 lists for its premiere.