Rapid Insights: Squid Game

In September 2021, Netflix released Squid Game, a South Korean survival drama about cash-strapped players participating in deadly and twisted children’s games. Since then, it has grown into Netflix’s most popular series of all time.

Here’s what you need to know about Squid Game:

What makes Squid Game’s audience unique?
Unlike traditional thrillers, Squid Game’s wide appeal skews younger (60% male, 60% Viewers 30+) as compared to other suspense-driven shows like OzarkMindhunter, and The Handmaid’s Tale.

Was Squid Game highly anticipated by consumers?
No. Like the French language hit LupinSquid Game’s pre-release social tracking was nothing special. But, once it launched, it spread like wildfire globally.

What makes the violent game show so bingeable?
Because it’s a twisted spectacle in which players have to win. Winning is the only chance that these desperate and morally corrupt players (111) can fix their train wrecked lives.

What is working internationally?
Like the US, focusing on the personal backstories and family dysfunction of the players resonates in Latin America (Mexico and Brazil). But in South Korea, viewers will be talking about the secret organization in control of the game.

What can Vault tell us about what will work in future seasons?
That it is OK to raise the stakes even further. The elimination game (110) and players that are embroiled in intensely personal, family dysfunction (143) will continue to connect with audiences into future seasons.

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