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The Squid Game Impact for Netflix was Real

December 15, 2021

At LikeFolio, we love watching streaming data roll in at the end of the year. Why? Because the major streamers know, the New Year is consumer Prime Time for subscription evaluation. It's no surprise some of the most popular drops (remember Bird Box?) have come into play while consumers are home on Christmas break. But this year, Netflix is getting an early boost. Check out the chart below, plotting consumer mentions of watching a Netflix original series, or just "watching Netflix" in general...

Do you see the bump? The highest peak on Oct. 4, was the direct result of the surging popularity even among English-speakers for Squid Game. Nielsen streaming rankings support LikeFolio data. Squid Game topped 3 billion minutes of viewing time from Oct. 4 through Oct. 10. What's interesting is that this Netflix viewership has remained much higher ever since this release. The company's viewership base was re-energized. This has allowed Netflix to seriously outperform peers when it comes to eyeballs on screens.

While Apple TV+ is also showing strength (Ted Lasso is really carrying the team here), every other streamer is logging a period of decline. Keep an eye on this over the next two weeks...especially as consumers head home for the Holidays. This is why content matters.

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LikeFolio analyzes social media data to accurately predict shifts in consumer behavior. We sell data and insights to professional investors, corporate research teams, and software providers.

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