October 13, 2021
Released on September 17, a nine-episode Korean thriller named “Squid Game” has become more than just a runaway hit for Netflix. It’s also social media’s favorite show,: The hashtag #SquidGame on TikTok has been viewed more than 22.8 billion times, NBC News reports.
Released Sept. 17, the nine-episode Korean thriller is poised to become Netflix’s biggest “non-English-language show in the world,” said Sarandos.
And it’s not just popular in the USA: Flix Patrol, a website that tracks streaming statistics for the top platforms in the world, reports that “Squid Game” is the No. 1 show in dozens of countries, among them, the USA, the UK, and South Korea.
Streaming numbers for Netflix aren’t independently verified, making a show’s popularity difficult to quantify. Netflix executives didn’t respond to requests for comment from NBC.
Julia Alexander, a senior strategy analyst at Parrot Analytics in Brooklyn, New York, said it’s clear that “Squid Game” has been a massive success, adding that she would use one word to describe how big a win it has been for Netflix.
“‘Unprecedented,'” Alexander said. “I’m assuming that the executives knew because of the talent they used, because of the region they released it in, that this was going to be a hit in South Korea. I would put good money that the executives had no idea this was going to be a global hit.”
The show follows Seong Gi-Hun, played by Lee Jung-jae, as he and hundreds of other desperate and deeply indebted contestants compete in a violent and often grotesque competition for about $38 million. Only one person can win the prize, and those who lose the series of children’s games pay with their lives.
On social media, users can’t stop talking about “Squid Game. “People hear about it, people talk about it, people love it, and there’s a very social aspect to that, which does help grow the show outside of what we do,” Netflix’s global TV head, Bela Bajaria, told Vulture.
Another reason “Squid Game” has become such a worldwide phenomenon is its accessibility. The show is filmed in Korean, but Netflix offers subtitles in 37 languages and dubs in 34 languages, allowing those who would rather not read subtitles to enjoy it, too.
Even the way the show is subtitled and dubbed has opened conversations online, where some say the translations miss crucial context.
“Not to sound snobby but i’m fluent in korean and i watched squid game with english subtitles and if you don’t understand korean you didn’t really watch the same show. translation was so bad. the dialogue was written so well and zero of it was preserved,” Twitter user Youngmi Mayer tweeted in a thread that has gone viral.
Research contact: @NBCNews