There is something about Korean shows outrunning Indian content and their longevity amongst Indian audience that should be studied. Not only do K-Dramas trend everyday on Netflix India when a new episode is dropped, their limited series trend even months after premiere. The sensation that Squid Game was all around the world, shouldn’t be taken lightly.
‘Squid Game‘ released on 17th September, 2021. Its been almost a year and the show is still trending on #7 on Netflix India. Netflix Korea repeated their Squid Game success with ‘All of Us are Dead‘ – A High-school zombie thriller. ‘All of Us are Dead’ premiered on 28th January, 2022. The show is currently trending on #4 on Netflix India, five months later. Another addition to this list is ‘Business Proposal‘. The drama was critically appreciated and its popularity is cut from the rest. Two months after its finale, the show is trending on #5 on Netflix India.
The only Indian original that is trending on Netflix currently years and months after release is ‘She -Season 1’. But here’s a catch! The show is trending this week because its second season is due release on June 17th. An important difference here is that none of these Korean shows are trending because of a follow-up season.
The longevity Korean shows have achieved amongst Indian audience is largely due to relevancy and relatability of their content. It also helps when the entire team puts in efforts to promote their content world-wide. Here is where Netflix India has been faltering. There’s no dearth of Indian content coming out from Netflix. The villain here is simply the content that doesn’t resonate enough with its target audience. Neither do promotions reach worldwide nor do they leave a lasting impression domestically. At this point, theatricals like RRR and Gangubai Kathiawadi are doing more to Netflix India globally than any of their originals.
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