Courtesy of Netflix
Netflix's recent Korean drama originals, produced at higher costs, are facing challenges in achieving the global success witnessed by earlier hits like "Squid Game," "The Glory," and "Hellbound." Despite substantial budgets and star-studded casts, the latest releases are struggling to dominate Netflix's global ranking lists.
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| ▲ Courtesy of Netflix |
"Song of the Bandits," with a reported production cost of 36 billion won, experienced a brief appearance on the global top 10 list in the TV (Non-English) category for three weeks. In contrast, "Squid Game," made with a smaller budget, maintained its top-ranking position for nine weeks, staying on the list for 16 consecutive weeks.
"Doona!," rumored to cost between 20 billion won and 30 billion won, and "Sweet Home 2," surpassing the budget of the first season, faced challenges in maintaining a presence on the global top 10 list in the TV (Non-English) category.
Netflix's fantasy drama "Gyeongseong Creature," boasting a production cost of 70 billion won, managed to secure the third spot on the global top 10 list in the TV (Non-English) category for three weeks. However, industry insiders express skepticism about the show's ability to reach the No. 1 position, given its high production cost.
Experts suggest that Korean producers' emphasis on special effects over storytelling skills may contribute to the recent struggles of Netflix K-drama originals in the global ranking system. The pursuit of large budgets to enhance special effects may impact the global appeal of Korean content, according to pop culture critic Kim Hern-sik.
Periodic factors, such as a decrease in viewing hours post-pandemic, are also considered contributors to the declining performance of Korean shows on Netflix, as viewers are starting to shift away from streaming platforms.
Pop culture critic Kim emphasizes that South Korea's expectations for success on Netflix may be unrealistic, considering the global awareness of K-content compared to content produced in English. Making it to the top 10 in the non-English-speaking category should be considered a notable achievement.
Producers acknowledge that success on Netflix doesn't always align with conventional definitions of success. Kang Eun-kyung, screenwriter for "Gyeongseong Creature," highlights the global impact beyond viewer ratings, citing the significant rise in searches for Unit 731 in Japan following the release of the series.
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