Korean and Thai Content have the highest Cross-Border Travel for Netflix in Asia, according to analyst, the Analyst
According to the analysis firm Media Partners Asia, the Korean and Thai content has the strongest cross-border travel potential in the Asia-Pacific region.
The companys report titled Netflix in the Asia Pacific: The Scalability of Local Content is based on a passive measurement of 30,000 streaming consumers in Australia, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Thailand and Taiwan.
Moreover, Korean and Thai dramas continued to drive subscriber growth and engagement for Netflix in the third quarter of 2021. Korean, Thai and Korean drama are a strong travelable platform with significant share of streaming generated outside the country, said Dhivya T.
The strength of key Korean and U.S. originals released in late-third quarter like Squid Game and sex/Life is expected to continue to carry into Q4, along with returning U- and international hits like You season three and 'Money Heist seasons five.
The U.S. series accounted for 29% of the viewing time across nine territories, Korea series 28%. Other top-ranking categories include U-S, Japanese and Utopia, with 10% each, followed by European and US, and all Asian content with 11%.
Korean content drives 55% of Netflix consumption in Korea, driven by acquired dramas from Netflixs local output deals. New and library animes drive nearly half Netflix's consumption by Japan.
U.S. and Korean series were nearly equivalent to driving consumption share in Southeast Asia in the third quarter, while Thai and Japanese series have begun to break through in key markets.
With the highest travelability, Squid Game tops the list with Americans and Bangkok first and Deep second and top five.
The Korean dramas and a new slate of Japanese anime, drama and movies will play largely in the region, while emerging regional interest in Thai and Thai series and films will attract more investment from Netflix.