Bulletins

The 'Squid Game' hype propels Netflix's app to top App Store spot

The app hasn't held that spot since at least 2014.

The 'Squid Game' hype propels Netflix's app to top App Store spot

"Squid Game" is a huge success for Netflix.

Photo: Netflix

The massive success of its new Korean series "Squid Game" is pushing Netflix engagement to new heights: The company's iOS app topped the rankings of Apple's App Store on Monday. The app hasn't held that spot since at least 2014, which is when app analytics specialist Sensor Tower began tracking it.

"Squid Game" debuted on Netflix in mid-September, and has reportedly since become the most popular show in all of Netflix's territories. Further illustrating its success, the show also inspired a number of Roblox games, which have been played by tens of millions of users.

For Netflix, "Squid Game" could represent a turn-around after a couple of difficult quarters. Especially in the U.S. and Canada, Netflix seemingly hit a growth ceiling, losing 430,000 paying subscribers in its most recent quarter.

The success of the show is also a validation of Netflix's global content production strategy; last week, Jeff Bezos acknowledged as much in a tweet stating: "Their internationalization strategy isn't easy, and they're making it work. Impressive and inspiring."
Janko Roettgers

Janko Roettgers (Twitter, Mastodon) used to be a senior reporter at Protocol, reporting on the shifting power dynamics between tech, media, and entertainment, including the impact of new technologies. Previously, Janko was Variety's first-ever technology writer in San Francisco, where he covered big tech and emerging technologies. He has reported for Gigaom, Frankfurter Rundschau, Berliner Zeitung, and ORF, among others. He has written three books on consumer cord-cutting and online music and co-edited an anthology on internet subcultures. He lives with his family in Oakland.

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