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Squid Game officially becomes Netflix's most-watched show with 111m views


By Shawn Lim | Reporter, Asia Pacific

October 13, 2021 | 3 min read

Squid Game, Netflix’s critically acclaimed South Korean drama, has officially become the streaming platform’s most-watched show after hitting 111m views less than a month after its premiere.


In contrast to Squid Game, Netflix’s Bridgerton reached 82m households on debut

"Squid Game has officially reached 111m fans – making it our biggest series launch ever!” said Netflix in a tweet.

Why is this important?

  • In contrast to Squid Game, Netflix’s Bridgerton reached 82m households on debut, according to Netflix’s internal metric which includes any account that watched an episode for at least two minutes.

  • The cast members of Squid Game, a show where people who are in debt stake their lives on winning a big sum of money by playing deadly childhood games, have risen in popularity after the success of the show.

  • The show became the first Korean drama to top Netflix's top 10 weekly most-watched TV show charts globally and reached No. 1 in 90 countries, including the United States and the United Kingdom, even though Netflix did not promote the show heavily in these countries.

  • One of the show’s cast members, model, and actress Jung Ho-Yeon was appointed one of Louis Vuitton’s new global ambassadors. Jung’s Instagram account has grown by 12.5m followers since the show launched. It grew from 410k followers on September 17, to 13m followers on October 4, according to HypeAuditor.

  • This makes Jung’s Instagram account the fastest-growing account in the world, since September 17, surpassing the likes of Cristiano Ronaldo, Lionel Messi, and Kylie Jenner, in terms of followers growth. She is now the most followed Korean actress on Instagram.

  • Costumes from the Squid Game are also booming on e-commerce platforms in China, even though the show has not been released in the country as Netflix is not available.

  • Some of the top search results on Coupang, one of the biggest e-commerce sites in South Korea, for the show’s products are listed by companies based in the Chinese cities of Guangzhou and Shenzhen, as well as Anhui province, among others.

  • Product pages are filled with inquiries from customers asking if sellers can deliver orders by Halloween.

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