“Squid Game” is taking over the United States. According to a Morning Consult survey, roughly a quarter of Americans have seen the Korean-language Netflix drama, putting it on track to become the streaming service’s most-watched original series of all time. The show’s unprecedented popularity will likely only reinforce Netflix’s commitment to investing in content from outside the U.S.
More on the numbers:
- The majority of adults (62 percent) prefer to watch foreign-language content with dubbing instead of subtitles. That showed little movement from a 2020 survey tied to the Oscar campaign for the Korean film “Parasite.”
- However, 61 percent of Americans who watch Netflix’s foreign films prefer subtitles. Younger viewers also preferred subtitles over dubbing, which suggests the viewers most likely to actually watch foreign-language content prefer to do so with subtitles, even as more general audiences like dubbing more.
The survey was conducted Oct. 6-8, 2021 among 2,200 U.S. adults, with a margin of error of 2 percentage points.
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