Netflix’s recent engagement report, released on December 13, 2023, marks the first time the streaming giant has detailed its viewership data, a move initiated in 2021 with a daily popular shows section on its website. This report includes data from January to June 2023, featuring 18,000 titles and their viewership figures. According to Netflix CEO Ted Sarandos, the company aims to maintain transparency by updating these figures every six months. Popular shows like “Outer Banks,” “You,” and “Bridgerton” spin-off “Queen Charlotte: A Bridgerton Story” were among the favorites.

Non-English content accounted for 30% of Netflix’s viewership, with Korean dramas like “Business Proposal” and “Extraordinary Attorney Woo” leading in popularity. Other languages like Spanish, German, and Italian also saw significant viewership, exemplified by the Brazilian show “Chiquititas” achieving 162 million viewing hours.

Indian content, however, didn’t rank as high, with only a few titles making it into the top 1000. “Rana Naidu” was the highest-ranking Indian show at 336th place, clocking in 46.3 million hours. Films like “Chor Nikal Ke Bhaga” and “Mission Majnu” garnered considerable hours, while critically panned movies like “Kuttey” saw lesser viewership.

Classics like “Yeh Jawani Hai Deewani” and “Chennai Express” continued to draw viewers. In the realm of Indian original content, “Rana Naidu” led the pack, followed by “Chor Nikal Ke Bhaga” and “Mission Majnu.” In non-fiction, “Indian Matchmaking” and “The Elephant Whisperers” were notable for their viewership hours

The Korean content on Netflix, especially its impact and popularity in 2023, highlights a significant trend in global entertainment consumption. Netflix’s investment in Korean content, termed the “Netflix Effect,” has significantly influenced both the platform’s offerings and the broader entertainment market.

1. Investment and Popularity: Netflix has announced a substantial investment of $2.5 billion in Korean content over the next four years, demonstrating its commitment and confidence in the Korean entertainment industry. This decision follows the global success of Korean shows like “Squid Game,” “The Glory,” and “Physical 100.” Netflix co-CEO Ted Sarandos expressed his belief that this investment would strengthen their long-term partnership with Korea and its creative ecosystem. More than 60% of Netflix’s 231 million subscribers worldwide engage with Korean content, underscoring its global appeal​​.
2. Impact on South Korean Industry: South Korea’s entertainment industry has gained international fame, partly due to hits on Netflix, prompting a $2.5 billion investment in local content by the streaming giant. However, this success has also raised concerns about Netflix’s dominance in the local market, with government plans to support local platforms and calls for ensuring fair compensation for creators. Despite the absence of laws in South Korea requiring foreign streaming services to invest in local content, Netflix aims to compensate local creators fairly at the initial production stage. South Korean President Yoon Suk Yeol views Netflix’s investment as a significant opportunity for both countries​​.
3. Diverse Korean Content on Netflix: Netflix has been showcasing a variety of Korean dramas, often placing them in its Top 10 Non-English TV worldwide category. Popular dramas like “See You in My 19th Life,” “Queenmaker,” and “King the Land” have achieved significant viewership on Netflix. The top-ranking show, “The Glory,” a female-centric revenge thriller, accumulated over 560 million hours watched during its 13-week domination on the Netflix Top 10 Non-English TV chart. These shows reflect the diverse genres and themes that Korean content offers, from romantic comedies to action-packed dramas​.

Key Findings

1. Top Titles: The report features several standout titles that have captivated audiences worldwide. For instance:
   • “The Night Agent: Season 1” leads with a staggering 812 million hours viewed.
   • “Ginny & Georgia: Season 2” follows closely with 665 million hours.
   • “The Glory: Season 1” also shows strong performance with 623 million hours.
2. Global Reach: A significant portion of the content, including top performers like “The Night Agent,” “Ginny & Georgia,” and “Queen Charlotte: A Bridgerton Story,” was available globally, indicating Netflix’s emphasis on wide-reaching appeal and diverse content offerings.
3. Release Dates and Trends: The report also reveals the impact of release dates on viewership. For example, “The Night Agent,” released in March 2023, quickly climbed to the top of the viewership charts, showcasing the rapid engagement of Netflix’s audience with new releases.
4. Diverse Genres: The variety in the top-viewed shows, from drama and romance to action and suspense, reflects the diverse interests of Netflix’s global audience. This diversity not only caters to different viewer preferences but also underlines the platform’s strategy to invest in a broad spectrum of content.

The first half of 2023 has seen robust viewer engagement on Netflix, with diverse content spanning various genres and reaching a global audience. The report underscores the streaming giant’s successful strategy in maintaining viewer interest through a mix of new releases and popular returning series. As Netflix continues to invest in a wide range of content, it remains a dominant player in the streaming industry, adapting to the evolving tastes and preferences of a global audience.

The Netflix Engagement Report for the first half of 2023 highlights the significant impact of Korean content on its platform. This analysis specifically focuses on Korean shows, as indicated in the dataset.

Key Insights

1. Leading Titles: Korean content has demonstrated substantial viewership, with titles like “The Glory: Season 1” achieving an impressive 623 million hours viewed. This indicates a strong global appeal and the growing popularity of Korean dramas (K-dramas) on Netflix.
2. Diverse Audience Reach: The Korean shows on the list, such as “Physical: 100: Season 1” with 235 million hours viewed and “Fake Profile: Season 1” with 206.5 million hours, showcase a broad appeal that transcends cultural and linguistic barriers. This aligns with Netflix’s strategy of catering to a diverse, global audience.
3. Genre Variety: The Korean content on Netflix covers a range of genres, from thriller and drama to reality shows, indicating the versatility and creative richness of the Korean entertainment industry. This diversity has been a key factor in attracting a wide range of viewers.
4. Competitive Performance: Compared to other international content, Korean shows hold competitive positions in viewership figures. For instance, “The Glory: Season 1” and “Physical: 100: Season 1” are among the top-viewed shows on Netflix, demonstrating the strong market presence of Korean content.

The analysis of the Netflix Engagement Report for January to June 2023 reveals that Indian content, while present, does not appear to dominate the top ranks in terms of hours viewed. The report showcases a broad array of international content with high viewership, but Indian shows are not prominent among the highest-ranking titles based on the provided data.

Key Observations:

1. Global Appeal: Titles like “The Night Agent: Season 1,” “Ginny & Georgia: Season 2,” and “Wednesday: Season 1” lead the viewership charts with 812 million, 665 million, and 508 million hours viewed, respectively. These shows indicate a diverse global appeal that seems to eclipse the performance of Indian content in the same period.
2. Comparative Performance: Compared to Korean and other international content, Indian shows have not secured top positions in this report’s viewership data. This may suggest that while Indian content is part of Netflix’s diverse catalog, it has not yet reached the same level of global viewership as some other international offerings.
3. Market Strategy and Potential: The absence of Indian shows among the top-viewed content could indicate an opportunity for Netflix to further explore and invest in Indian content, considering India’s vast and diverse entertainment landscape. Strengthening the Indian content portfolio could tap into a significant audience base, both in India and globally.
4. Content Diversity and Representation: The report reflects Netflix’s commitment to showcasing a wide range of content from different cultures and languages. While Indian content may not be leading in viewership, its presence on the platform contributes to the cultural diversity and representation that Netflix offers to its global audience.

The performance of Indian content on Netflix from January to June 2023, as per the engagement report, suggests that while it is a part of the platform’s diverse content offering, it does not currently match the viewership figures of some other international content. This scenario presents both a challenge and an opportunity for Netflix to enhance its engagement with Indian productions, potentially increasing its appeal and viewership globally.