Analysis: South Korean content is Netflix’s most-watched outside US
June 18, 2026



South Korean content generated 12.1 billion hours of viewing on Netflix worldwide between April 2025 and March 2026, making it the most-watched content origin outside of the US, according to analysis from Omdia and Digital i revealed at the International Streaming Summit (OTT·FAST) 2026 in Busan.

The analysis found that South Korean content generated 44 per cent more viewing than Japanese content and nearly twice as much viewing as content from the UK, highlighting the country’s growing influence on global streaming audiences.


Global hits such as Squid Game, Daehongsu and Pokssak Sog-atsuda contributed to South Korean content outperforming other major content-exporting markets including Japan, the UK and Spain.

“South Korea has established itself as the leading source of globally successful content outside the United States,” commented Maria Rua Aguete, Head of Media & Entertainment at Omdia. “Generating 12.1 billion hours of Netflix viewing in a single year demonstrates the scale of international demand for Korean productions and highlights the growing importance within the global content industry.”

Korea’s success reflects a broader shift in the global entertainment industry, where audiences increasingly embrace stories regardless of language or geography.

“The streaming era has changed the rules of global entertainment. Great stories can now travel instantly across borders, and South Korea has been one of the most successful examples of how strong storytelling, production quality and distribution can combine to build global audiences,” added Rua Aguete.

She also emphasised the strategic importance of Korea’s content ecosystem, which combines world-class creators, strong intellectual property, innovative production techniques and growing international distribution capabilities.

“What began with a small number of breakout global hits such as Squid Game has evolved into a sustainable content ecosystem capable of delivering international success across multiple genres,” concluded Rua Aguete. “That consistency is helping Korea strengthen its position in the global streaming market.”