Netflix Research Shows K-Drama Popularity Concentrated in Northern and Northeastern Brazil

South Korean dramas have become a national phenomenon in Brazil, with the highest consumption rates concentrated in the North and Northeast regions. According to research conducted by Netflix and the institute Toluna in August, the states of Alagoas, Maranhão, and Pará lead the rankings for reproductions this year. The study, which surveyed 2,087 people, found that 60 percent of respondents have watched a k-drama at least once, and 25 percent watch them daily or weekly. Among those who specifically consume k-content, 30 percent watch daily, a rate that exceeds the consumption of documentaries and reality shows.

Data indicates that 90 percent of viewers in the Northeast find k-dramas more addictive than other formats. Overall, 87 percent of fans describe these series as more addictive, fun, and joyful than other genres, while 71 percent believe they are superior to other genres. Jana Borges, the marketing director for Netflix in Brazil, stated that these productions resonate with Brazilian preferences for soap operas and melodramas because they focus on universal themes such as family, love, and common people.

Netflix has expanded its investment in South Korean content, announcing a 2.5 billion US dollar investment over three years in 2023. This strategy has made the platform a primary access point for the genre, with 90 percent of users consuming k-dramas via Netflix. The popularity is reflected in the platform's weekly top ten list in Brazil, where South Korean productions have appeared for 214 out of 290 weeks since the ranking began five years ago. In the previous year, at least one k-drama appeared in the top ten during 49 of the 52 weeks. Romantic comedies remain the preferred subgenre among Brazilian viewers.