Is Korean Content the New ‘It’ Child? Netflix Thinks So

 

Last week we saw Netflix co-CEO, Ted Sarandos, make an intriguing revelation. Apparently more than 60% of Netflix subscribers have accessed at least one piece of Korean content, being termed ‘K-content’ on the platform. The key reason? Powerful storytelling finding a global resonance with audiences. Brandon Blake, entertainment attorney with Blake & Wang P.A, is here to elaborate on this interesting revelation.



The Southern Korean Content Boom

It’s been hard to miss the profound impact Korean-language dramas, as well as Korean-produced content, has had on the entertainment market in the last few years. One need only look at the exponential successes of Parasite and Squid Game for that. However, they have been the star titles in a slower, more insidious, K-content boom. According to Netflix, for example, 90% of viewership for Korean romances is now coming from outside of Korea itself.

Success stories in themselves, of course. But it is- or rather was- unusual to have non-English language content thrive outside its home markets. Sure, there would be some scope for expat communities to enjoy it globally, but these media were mostly made with a small, local audience in mind- a few steps over ‘filler’ content, if you will. To see audiences react so strongly to productions that are ‘difficult’ to access is remarkable indeed.

The Power of Korean Storytelling

Ted Sarandos has reason to talk well of Korean content, of course- Netflix is in the process of spending $2.5B in Korea between now and 2027. But his sentiment is one that’s found traction with critics and viewers globally. Korean content sells because, despite localisations like the pop culture, language, and setting, the stories resonate with a wider audience on a deeper level. And when core themes of a story have that kind of traction, viewers can overlook ‘small’ details like needing dubs or subtitles to access it, or not seeing people ‘like them’ in the starring roles.

It’s a formula Korean media is using immensely well- and one which the entire globe can learn from.

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