SquidGame is a social-media phenomenon and tops Netflix's popularity charts in 90 countries. TVMoJoe reports on how the streamer's international strategy produced what might be its biggest new show ever
“We always knew it was going to be a signature title for Korea, but there’s no way to have anticipated it would be this big.” Photo-Illustration: Vulture; Photo by Netflix This story also ran in Buffering, Vulture’s newsletter about the streaming industry. Head to vulture.com/buffering and subscribe today!
➽ Parrot Analytics, whose “demand index” quantifies content popularity by looking at everything from online buzz and Google searches to the frequency of illegal downloads, this week called Squid Game “a word-of-mouth global sensation” and noted that, as of Sunday, the series is now the most in-demand show in the world, with 79 times as much audience interest as the average title. It’s gaining traction in the U.S.
The near-instant enthusiasm for Squid Game is all the more impressive because the series isn’t based on any preexisting intellectual property, such as a book or comics series, and thus didn’t arrive with a corresponding built-in fan base or even the name recognition of something like Lupin. And while Bajaria says the show did get a substantial promotional push in Korea and other Asian countries, there was hardly any marketing in the U.S. outside of a trailer tailored to American audiences.
Netflix global TV chief Bela Bajaria. Photo-Illustration: Vulture; Photo by Netflix Bajaria, who spent two years focused on nothing but Netflix’s non-U.S. content before taking over the top content job at the streamer late last year, says her time spent outside Hollywood underscored the importance of investing in international creators.
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