New Squid Game season breaks Netflix records
Actors perform during a parade and final fan event of the Squid Game series, in Seoul, on June 28.
SEOUL – The third season of Netflix's blockbuster series Squid Game (2021 to 2025) racked up record viewership in its first three days, reinforcing the South Korean survival drama's status as a global cultural phenomenon.
The final season of the dystopian thriller logged more than 60 million views in its first three days – the biggest debut in that time frame – and ranked No. 1 across all 93 countries with top 10 rankings, according to Netflix. That compares with the debut of the previous season, which drew 68 million views in the first four days.
The runaway success of Squid Game highlights the enduring international appeal of South Korean storytelling and Netflix's pivotal role in amplifying it. The series reflects deep-seated social anxieties while spotlighting South Korea's creative firepower.
For Netflix, which has invested billions of dollars into South Korean content, the challenge now is sustaining momentum with a pipeline strong enough to command global attention.
Originally released in 2021, Squid Game was an instant hit and a cornerstone of Netflix's local-for-local strategy. The series remains Netflix's most-watched title of all time, amassing approximately 600 million views across its first two seasons to date.
'Squid Game really must have been the first real Korean drama for a lot of people outside Korea to watch,' said Mr Don Kang, vice-president of Netflix's Korean content, in an interview. 'Ever since then, 80 per cent of Netflix members have watched Korean content and many of them still continue to do so.'
Despite receiving mixed reviews for the third season, the show generated significant international buzz on social media following its debut on June 27. An American adaptation of Squid Game is reportedly in the works, directed by American filmmaker David Fincher.
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Netflix has not officially confirmed any spin-off or sequels of Squid Game.
A massive parade was held in central Seoul on June 28 to celebrate the launch of the final season and as part of the South Korean government's push to position the city as a cultural hub and global tourism destination.
'We want to be the place where creators come to us with stories that no one else will tell at a scale that hasn't been possible before,' Mr Kang said. 'If we keep doing that, I think the next Squid Game will come.'
Netflix's South Korea team has also transformed its variety shows into global sensations with hits like Physical: 100 (2023 to present) and Culinary Class Wars (2024 to present). Both shows are set to return later in 2025 and are currently in discussions for potential international adaptations, according to Mr Kang.
In an increasingly crowded streaming market, Netflix has partnered with South Korea's Naver, to attract a new segment of users. Naver, which owns the New York-listed Webtoon Entertainment platform, brings added value to the collaboration, though the partnership is still in its early stages.
Mr Kang also said live streaming and sports content are being considered as part of Netflix's broader South Korean strategy to boost global user engagement. Bloomberg
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