Netflix, Boosted by 'Ogem2', Achieves Record Monthly Users in December

Netflix MAU 12.988 Million in December Last Year
12% Increase from Previous Month... Squid Game 2 and Black and White Chef Perform Well
Impact of Naver Plus Collaboration... TVING Year-End Figures Decline

‘Squid Game Season 2’ was released last December, and the monthly user metrics for the online video service (OTT) Netflix showed the highest figures among the monthly data for 2024. The gap with TVING, which had increased users through professional baseball broadcasts, also widened significantly.

On the 17th, a sculpture of 'Young-hee,' a character from the Netflix drama 'Squid Game,' was installed at Gwanghwamun Square in Jongno-gu, Seoul. The Seoul Metropolitan Government will hold a special exhibition in collaboration with the Netflix drama 'Squid Game Season 2,' which premieres this month, to increase the attention on K-content during the Winter Festa period. Photo by Kang Jin-hyung

According to Mobile Index, a data analysis solution by IGAWorks, Netflix's monthly active users (MAU) in December last year were recorded at 12,987,833. MAU refers to the number of users who used the application within a month.

The significant increase in monthly user numbers was largely due to the airing of ‘Squid Game Season 2’. According to Netflix’s weekly active users (WAU) in December, the week when Squid Game Season 2 was first released?the fourth week of December?saw 8,586,833 users, a 23.96% increase compared to the previous week’s 6,927,075 users.

According to Netflix content news site Netflix Tudum, Squid Game Season 2 recorded 58.2 million viewing counts (the number of views divided by the total running time of the work) from December 30 last year to January 5. It ranked first in the global Top Ten (TOP 10) series category, combining English and non-English series, and appeared on the top ten lists in 93 countries.

Additionally, the steady popularity of ‘Black & White Chef: Culinary Class War,’ released in September last year, and the collaboration with Naver Plus Membership in November of the same year were also considered influential. Naver Plus Membership members can use Netflix’s ad-supported standard subscription without additional cost.

Thanks to the popularity of Squid Game 2, Netflix has once again widened the gap with TVING. TVING showed a steady increase in MAU through KBO professional baseball content, reaching a peak of 8,096,100 users in October last year. However, during the off-season in November and December, the numbers dropped back to the 7 million range.