‘Squid Game’ Brings Bigger New Audience Than Any Netflix Original in 3 Years




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If you haven’t heard what all the hype around ‘Squid Game’ is about, the Netflix Original series has recently been confirmed as the streamer’s biggest series launch ever with 111 million viewers tuning in. New data from Diesel Labs shows that a nice chunk of those viewers are new audiences as well, with the series boosting Netflix signups.

In fact, across all Netflix Originals in the past three years, Squid Game has brought the biggest new audience during its premiere week with an engaged audience lift of 1.4%, which is 53x above average. The previous leader was Chilling Adventures of Sabrina with 1.1% lift, followed The Kissing Booth 2 with 0.6%. Bridgerton and When They See Us both had 0.5% lift.

Speaking of Bridgerton, the data makes it clear that Netflix’s previous biggest series premiere didn’t generate nearly the buzz that Squid Game did in the days following its release. The Shonda Rhimes-produced period drama saw the height of its audience engagement during its first week, while Squid Game sky rocketed and hasn’t come back down since its premiere 15+ days ago.

More details on audience demographics shows Squid Game fans skew female, (56%), clocking in notably higher than similar counterparts such as the dystopian series Black Mirror (48% female) and the film Parasite, which is also Korean-originating and has similar undertones (46% female).

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