Netflix's local-first strategy drove "Squid Game's" success

Netflix's "Squid Game" success stems from its "local-first" strategy, prioritizing cultural resonance within a show's home market over global appeal, according to a Netflix Asia VP. Minyoung Kim, Netflix's VP of content for Asia, revealed the streaming giant's focus on creating content that deeply connects with local audiences, rather than chasing international hits, was key to "Squid Game's" global popularity. This approach involves teams embedded in each territory. Kim believes authentic, locally resonant stories can transcend borders. Netflix is investing heavily in Asian content and creator training, aiming to make Asian content a global phenomenon, despite a post-pandemic streaming slowdown.