Asian TV content has commanded almost 60% of viewing of non-English language TV shows on Netflix’s global top 10 rankings this year so far. According to ContentAsia’s analysis, the highest level of engagement was in the first week of 2025, when the second season of “Squid Game” drove viewing hours to  91.71% of the total hours of non-English top 10 TV titles viewed around the world.

The average share of top 10 Asian TV hours viewed to the middle of June is 56.5% – or more than 3 billion hours (3,208.7 million to be exact) of the total non-English viewing of 5,310.8 million.

The second highest week for Asian top 10 TV viewing was 27 January to 2 February, when Netflix's Asian shows' share of top 10 viewing hours hit 81.3% (176 million hours viewed). The #1 non-English TV show of the week was "The Trauma Code: Heroes on Call", which pushed "Squid Game" season two into second place in the global rankings.

Asia's lowest share of the global non-English top 10 viewing hours was the week of 3 Feb, when viewing hours dropped to 71.6 million – or just over 32% of the global non-English total. The top show of the week here was Swedish drama "The Åre Murders" season one.

Asia's average share of the non-English top 10 global viewing hours in January was 77.5%; followed in February by a share of 37.6%. The share in March was about 48%, rising to approx 55% in April. The average share of top 10 in May was 57.5%. 

We’re publishing our research ahead of tomorrow morning’s APOS conversation with Don Kang, Netflix’s VP of content for Korea. Ahead of Friday’s (27 June) premiere of “Squid Game” season three, Kang will speak about his experience overseeing Netflix’s most-viewed show ever and about Netflix’s broader K-content strategy.