Korean pop culture, in numbers

How many different Korean titles has your country actually seen?

Our world-share page counts what fraction of Netflix's published top-10 places hold a Korean title. This one counts something that number hides: the same share can be twenty titles taking turns or one title sitting there all year.

How many different Korean titles has each market actually seen in its top 10, and how many of them carry half of it?

Two groups, 93 markets

GroupMarketsKorean placesDifferent titlesFill halfLargest title
The ten Asian markets101,251247542.8%
The other markets83209851714.6%

Every figure is a median of the markets in that group, not a total. In the median Asian market it takes 54 different Korean titles to account for half of all Korean chart appearances; everywhere else, 17. The single biggest Korean title holds 2.8% of the Korean places in the median Asian market against 14.6% elsewhere.

The two ends

MarketDifferent titlesFill halfLargest titleIts share
South Korea560117I am Solo4.0%
Indonesia26755Squid Game2.4%
Thailand26049Alchemy of Souls4.4%
Malaysia24853Squid Game2.8%
Vietnam24749Reply 19882.5%
Ukraine192Squid Game46.2%
Latvia332Squid Game46.1%
Estonia343Squid Game43.9%
Ireland387Squid Game23.5%
United States386Squid Game32.1%

The difference is not which title leads. The same title leads 2 of the five widest markets as well as all five of the narrowest — it leads Indonesia with 2.4% and Latvia with 46.1%. Those two numbers describe completely different viewing experiences of the same show.

The objection, tested

A market with fewer Korean places will look more concentrated for arithmetic reasons alone. A country with only 84 Korean chart appearances cannot spread them over 247 titles. On that reading this page says nothing except "some markets chart less Korean content", which we already published. So we tested it, by comparing only markets that hold a similar number of Korean places.

Matched on Korean places (600–1,200)MarketsKorean placesDifferent titlesFill halfLargest title
Asian41,171243543.1%
Other7637150297.1%

The Asian markets in that band are Hong Kong, Japan, Philippines, Singapore. The others are Bangladesh, Bolivia, Maldives, Nigeria, Peru, Qatar, Saudi Arabia. The raw gap in titles-to-fill-half was 37 (54 against 17); inside the matched band it is 25 (54 against 29). 32.4% of the gap was volume, and the rest is not. That is the honest size of it: smaller than the first table suggests, and not zero.

The width inside the Asian group

A group of ten is not ten identical markets. The number of titles needed to fill half runs from 33 to 117 inside it.

Shallowest of the tenDifferent titlesFill halfLargest title
Japan237336.7%

As many different Korean titles have charted there as in its neighbours, but far fewer of them carry half the places. We are not going to explain that here — a large domestic catalogue and a separate history with Korean television are both plausible and this data distinguishes none of it. We name it because a group with one member behaving differently is worth saying out loud rather than leaving inside a median. The full story →

Every market, in alphabetical order

Sorted by name, not by size. Look up your own; the order carries no meaning. Every market name below is a link — 93 of them open a page with that market's own titles, up to 20 of them, week by week. A market needs at least 8 charting titles to get a page; we do not publish a page thin enough to say nothing. Medians across the 93 markets, for comparison on those pages: 4.5% of chart places · 97 different titles · 19 titles filling half.

MarketKorean shareKorean placesDifferent titlesFill halfLargest titleIts share
Argentina3.9%2097915Squid Game14.4%
Australia2.3%1205511Squid Game20.8%
Austria2.7%1426312Squid Game19.7%
Bahamas2.7%1457019Squid Game12.4%
Bahrain9.2%48713929Squid Game8.2%
Bangladesh13.8%73113923Squid Game9%
Belgium2.8%1505511Squid Game19.3%
Bolivia11.8%62512622Squid Game8.3%
Brazil6.9%36411623Squid Game7.1%
Bulgaria3.2%169607Squid Game30.2%
Canada2%1075311Squid Game23.4%
Chile7.6%40211924Squid Game8%
Colombia7.4%39011021Squid Game9.5%
Costa Rica5.7%3009719Squid Game9.7%
Croatia2.1%113498Squid Game28.3%
Cyprus2.5%1356012Squid Game23%
Czech Republic3.3%175599Squid Game27.4%
Denmark1.7%88415Squid Game34.1%
Dominican Republic8.3%44013028Squid Game5.7%
Ecuador8.6%45811624Squid Game8.3%
Egypt5.9%31210318Squid Game16%
El Salvador9.5%50112627Squid Game7%
Estonia1.8%98343Squid Game43.9%
Finland2.7%142589Squid Game26.8%
France3.6%1897916Squid Game16.4%
Germany2.8%1486011Squid Game20.9%
Greece4.2%2219419Squid Game15.8%
Guadeloupe4.2%2229623Squid Game9.5%
Guatemala8.2%43211223Squid Game9.3%
Honduras9.6%51113327Squid Game7.2%
Hong Kong22.6%1,19723854Squid Game2.5%
Hungary2.9%1556010Squid Game23.9%
Iceland1.4%76428Squid Game30.3%
India9.6%51111217Squid Game13.5%
Indonesia28.2%1,49426755Squid Game2.4%
Ireland1.6%85387Squid Game23.5%
Israel2.6%1396011Squid Game20.1%
Italy3%1606310Squid Game23.1%
Jamaica3.7%1968320Squid Game11.2%
Japan20.2%1,07023733Crash Landing on You6.7%
Jordan7.6%40212324Squid Game12.4%
Kenya4.7%2499521Squid Game12%
Kuwait10.1%53614830Squid Game8.8%
Latvia1.9%102332Squid Game46.1%
Lebanon4.5%2378515Squid Game19.4%
Lithuania2.1%110414Squid Game37.3%
Luxembourg2.7%1456212Squid Game17.9%
Malaysia24.4%1,29524853Squid Game2.8%
Maldives11.7%62014629Squid Game5.2%
Malta2.1%1095112Squid Game22.9%
Martinique4.4%2339824Squid Game8.6%
Mauritius5.1%27210522Squid Game11.4%
Mexico8.1%42811621Squid Game9.6%
Morocco9.4%49813630Squid Game9.2%
Netherlands2.1%113446Squid Game22.1%
New Caledonia4.4%23510623Squid Game9.8%
New Zealand2.9%1567215Squid Game16.7%
Nicaragua9.9%52613125Squid Game8.4%
Nigeria11.8%62415328Alchemy of Souls7.7%
Norway1.9%102499Squid Game26.5%
Oman10.6%56214230Squid Game7.8%
Pakistan10.2%54110714Squid Game12.2%
Panama6.7%35311524Squid Game6.8%
Paraguay7.3%38611724Squid Game9.1%
Peru12.4%65815030Squid Game6.8%
Philippines22.1%1,17124647The Promise3.1%
Poland3%1607417Squid Game18.1%
Portugal3.8%1998517Squid Game14.6%
Qatar12.4%65816736Squid Game6.1%
Réunion4.9%26211327Squid Game9.5%
Romania5.2%27811521Squid Game14%
Saudi Arabia12%63715833Squid Game7.1%
Serbia3%157556Squid Game31.8%
Singapore21.7%1,14824354Squid Game2.4%
Slovakia3.2%167559Squid Game26.3%
Slovenia2.2%116475Squid Game32.8%
South Africa2.7%1426412Squid Game21.1%
South Korea51.4%2,722560117I am Solo4%
Spain3.1%1667215Squid Game16.3%
Sri Lanka9.8%52213424Squid Game8.2%
Sweden2.1%113518Squid Game24.8%
Switzerland2.6%1375410Squid Game19.7%
Taiwan23.6%1,25124654Hospital Playlist2.7%
Thailand23.4%1,24026049Alchemy of Souls4.4%
Trinidad and Tobago2.9%1526917Squid Game13.2%
Turkey6.2%33011121Squid Game15.8%
Ukraine1.8%93192Squid Game46.2%
United Arab Emirates10.5%55515632Squid Game6.7%
United Kingdom1.8%934510Squid Game24.7%
United States1.6%84386Squid Game32.1%
Uruguay2.9%1546212Squid Game14.9%
Venezuela7.3%38711223Squid Game7.2%
Vietnam29.3%1,55524749Reply 19882.5%

Shaded rows are the 10 Asian markets grouped above. Every figure is measured over the same 265 weeks with the same identification, so a market low on this table charted fewer Korean titles — it does not mean fewer were available or fewer were watched.

How sure are we that these titles are Korean?

Every title above is matched against works Wikidata records as made in South Korea — by Wikidata item number where we hold one, and by English name otherwise. We asked, for all 938 titles in this table, which countries made a film or series of that name. Four answers came back.

AnswerTitlesShareWhat it means for a figure on this page
A Korean work carries this name, and no foreign one does48251.4%The name cannot be matched to anything else. Safe.
A Korean work and a foreign one share the name40242.9%We cannot tell from the name alone which one charted.
Wikidata records no country for the name404.3%No basis to judge — not evidence either way.
Foreign works carry it and we could not tie it to a Korean one141.5%Still open. Listed below by name.

By viewing, this catalogue is far more certain than it is by title count. 82.7% of Korean viewing hours sit on titles only Korean works carry — but only 51.4% of the titles do. The two are not in conflict: the largest titles are the unmistakable ones, and the uncertainty lives in the tail, where a single common English word can name a Korean series and a foreign one at once. A figure weighted by places or hours inherits the first number; a count of distinct titles — the “Different titles” column above — inherits the second.

A name is not an identifier, and this check learned that the hard way. Asked by name alone, Wikidata reported no Korean work behind Land, Deliver Us from Evil or Detour — because it files them as LAND, Deliver Us From Evil and DETOUR, and a label match is case-sensitive. Only the foreign works came back, which reads exactly like “this is not Korean.” We now ask by identifier instead, using the Wikidata item numbers already stored alongside these titles. 40 titles carrying 1,413 of the 37,750 places on this page are found only that way.

Found by identifier, not by nameWikidata itemPlaces
Destined with YouQ116550095285
The WONDERfoolsQ130748503216
Mercy For NoneQ123305848203
Welcome to Samdal-riQ118611683166
I am SoloQ113548365110
Behind Your TouchQ11728041096
Mission: CrossQ12335420670
LandQ13669189653
My Roommate Is a GumihoQ10490338235
Hotel Del LunaQ6198183527
Modern FamilyQ1993927122
Bad And CrazyQ10887677019

The last row of the first table is what is left over: foreign works carry the name and no Korean item is tied to it. That is not a finding that the title is foreign — it is the part we have not settled. It covers 87 of the 37,750 Korean places here, or 0.23%. We name them rather than quietly drop or keep them:

TitlePlacesCountries Wikidata records for that name
Undercover48Australia, Belgium, Bulgaria, Denmark, France and 7 more
UFO17Denmark, Turkey, United Kingdom, United States
Let's Dance4Australia, Canada, France, India, Netherlands and 2 more
V.I.P.3Belgium, Canada, France, India, Poland and 1 more
Motherland2Canada, Germany, Greece, Iran, Israel and 10 more
Black Jack2France, Germany, Israel, Italy, Japan and 4 more
Whistleblower2Ireland, Japan, United States
Bigman2Netherlands
Superstar2Brazil, France, India, Nigeria, Pakistan and 4 more
#Iamhere1Belgium, France
Oh My God1Indonesia, Japan, People's Republic of China, United States
#Manhole1Japan
Supernova1Argentina, France, Indonesia, Italy, Latvia and 6 more
StartUp1Netherlands, United States

What this check still cannot do: a shared name stays shared. We can say how large that group is, which is what the first table is for, but not which of the two works charted in Manila on a given week. And a title Wikidata has never heard of comes back with no country, which is not evidence in either direction.

What we wrote from this data

Where these numbers come from, and what they cannot answer

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