In recent years, Netflix has transformed how we engage with media, breaking through cultural and linguistic boundaries with its worldwide streaming approach. The provider’s current quarterly results indicate not just survival but dominance in an ever-evolving streaming landscape. An example of this is the remarkable success of Squid Game, a South Korean series that enthralled viewers globally and emerged as a cultural sensation.

Since its debut on Netflix, the series quickly rose to become one of the platform’s most popular shows, even as a non-English drama. The impact it has left has been extraordinary. The enthusiasm for the show extended beyond just Korean-speaking audiences. It also captivated English speakers, who are often seen as the primary audience in the global cultural landscape, especially after their increasing adoption of subtitles and dubbing thanks to hits like Squid Game. Additionally, viewers from countries like China, which are typically outside of Netflix’s marketing reach, also joined in the buzz. Squid Game has transcended borders, with an unbelievable 95 percent of its audience tuning in from outside South Korea. It has succeeded in crossing gender, age, and language barriers, establishing itself as a genuine pop-culture sensation.

The nine-episode series features players burdened by debt who are drawn into a competition involving childhood games such as Red Light, Green Light, marbles, and tug-of-war, all orchestrated by a mysterious organisation. Identities are replaced with digits, and they don vibrant green shell suits, set to be the go-to outfit for this year’s spooky celebrations. Everything is progressing in a rather cult-like manner. Those who succeed advance to the next stage, bringing them nearer to the 45 billion Korean Won prize pool. The cash hangs in a swollen, clear piggy bank above their beds, acting as yet another form of torment—their first and final waking thought, the solution to their financial disaster. What happens if they lose? It’s a sudden shock, ruthlessly executed by masked guards in red tracksuits.

The Power of the Algorithm

Netflix’s recommendation algorithm plays an essential part in bridging cultural gaps. Through a careful examination of what audiences enjoy and their past viewing habits, the platform effectively recommends content that users may not be consciously looking for. The success of Squid Game can be attributed to its captivating narrative and the way it tackles universal themes of survival and societal critique, appealing to a wide range of viewers. The algorithm made sure that it reached the screens of millions, transcending language barriers and cultural differences. Netflix’s clever marketing strategies significantly expanded Squid Game’s audience. The platform leveraged social media to generate buzz, encouraging debates and memes that quickly went viral. This natural expansion played a crucial role in drawing in audiences who may not usually engage with content in other languages. Moreover, Netflix has made it easier for viewers by offering subtitles and dubbing in various languages, eliminating language as an obstacle to access.

What makes the show such a hit in the UK? Absolutely, considering the UK’s background of austerity, the series is likely to prompt British viewers to reflect on their country’s economic disparities. Simultaneously, it highlights the stark economic disparities within South Korean society and explores the negative aspects of capitalism. This social critique connects with global audiences, encouraging reflection on our current reality while presenting a visually captivating dystopia that prompts the audience to consider their responses to various scenarios. The show’s distinctive mix of suspense, drama, and social commentary fascinated audiences from various backgrounds, proving that powerful storytelling surpasses borders.

REFERENCES-

Bloomberg – Are You a Robot? 10 Oct. 2021, http://www.bloomberg.com/news/newsletters/2021-10-10/-squid-game-is-netflix’s-first-korean-hit-a-japanese-show-is-next.

“Kingston University film expert reflects on reasons behind Squid Game becoming most-watched programme on Netflix in 2021.” News – Kingston University London, http://www.kingston.ac.uk/news/article/2611/21-dec-2021-kingston-university-film-expert-reflects-on-reasons-behind-squid-game-becoming-mostwatched-programme-on-Netflix.

“Netflix Proves Streaming Dominance | TWiT.TV.” TWiT.tv, twit.tv/posts/tech/netflix-proves-streaming-dominance#:~:text=Netflix%20has%20emerged%20as%20the,an%20increasingly%20competitive%20streaming%20landscape.

Sanghvi, Sheekha. “Squid Game: Cultural Exchange That Goes Beyond the Show.” Certified Translator Toronto, Translation Agency Toronto – MCIS Languages, 2 June 2022, http://www.mcislanguages.com/mcis-blog/squid-game-cultural-exchange-that-goes-beyond-the-show.

Shah, Abha. “Netflix’s Squid Game draws you in with so much more than bloody gore.” The Standard, 8 Oct. 2021, http://www.standard.co.uk/culture/tvfilm/netflix-squid-game-south-korean-drama-thriller-boxset-b958644.html.

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