Squid Game and When Life Gives You Tangerines Lead Record Surge in Netflix’s Non-English Originals

Non-English series have reached a historic turning point on Netflix, and Korean content is at the center of that global shift.

For the first time since the platform launched original programming, non-English titles accounted for more than half of all Netflix original series released in a single year, marking a new high in the streamer’s content strategy.

Industry data shows that the momentum was largely driven by major Korean productions including Squid Game and When Life Gives You Tangerines, both of which delivered strong worldwide performance.

A Historic First for Global Streaming

According to media analytics firm Ampere Analysis, 52% of Netflix original series released last year were non-English-language productions, surpassing the previous year’s 49% and setting a new platform record.

The shift signals a structural change in global viewing behavior. Local-language storytelling is no longer a niche category but a core growth engine for the world’s largest streaming service.

Among all regions, Korean-language content recorded the fastest growth, expanding from 12% in 2024 to 20% in 2025.

The Korean Titles That Powered the Growth

The surge was fueled by both blockbuster dramas and high-performing variety content.

Squid Game Season 3 continued the franchise’s global dominance. Within 91 days of release, it accumulated 145.8 million views, ranking No. 4 in Netflix’s all-time global series chart. The first season remains No. 1 with 265.2 million views, while Season 2 holds the No. 2 position.

The series also played a direct role in Netflix’s financial performance. In its second-quarter earnings report, the company cited the show as a key contributor to 15.9% year-on-year revenue growth and a 45% increase in operating profit.

Meanwhile, When Life Gives You Tangerines, starring IU and Park Bo-gum and directed by Kim Won-seok, recorded 577 million viewing hours in the first half of the year, confirming its worldwide appeal. The drama also contributed to Netflix surpassing revenue expectations in the first quarter, with 23 million cumulative views in the non-English category.

Variety shows further strengthened the expansion, demonstrating that Korean content’s influence now spans multiple formats.

Why Korean Content Has Become Strategically Essential

Analysts point out that the success of Korean series is not just about high viewership numbers.

When a non-English title performs strongly beyond its home market, it delivers significantly higher returns on investment for global streamers. That scalability has turned Korean productions into a key pillar of Netflix’s long-term growth model.

The data also shows that while Spanish-language content still holds the largest share among non-English originals at 21%, Korean content is the fastest-rising category, highlighting its accelerating global demand.

A Structural Shift in the Global Content Market

The milestone reflects a broader transformation in the streaming landscape.

Global platforms are moving away from an English-first model toward a strategy built on locally produced stories with international reach. In this environment, Korean series are no longer breakout hits they are foundational to the platform’s expansion.

With continued investment and multiple high-profile projects in development, the role of Korean content in shaping Netflix’s global future is expected to grow even further.