Netflix has just revealed that season 3 of Squid Game has set a new record for the most views in its first three days ever on the platform, reaching 60.1 million. Within those initial three days, it has already climbed to become the ninth most popular non-English TV season of all time and is expected to climb even higher, potentially landing just below the original Squid Game season 1. I’m skeptical it will surpass it, but it’s not impossible.

The second milestone is that Squid Game season 3 launched at #1 in all 93 countries where Netflix operates. No other show has achieved this before, as different regions usually have varying preferences. Yet Squid Game proves to be universally appealing.

Why is this season setting records that Squid Game season 1 didn’t, despite being by far Netflix’s biggest hit? The reason lies in the fact that when Squid Game originally debuted, it took off slowly since no one was familiar with this new series, and many viewers weren’t immediately inclined to watch a Korean-language show. However, positive word spread rapidly, and Squid Game soon became the massive phenomenon it remains today—or should I say, continues to be—given that I firmly believe Netflix intends to build an entire “Squid Game Universe” moving forward.

Netflix points out that one of the above factors has evolved over time, noting that 80% of Netflix users have now watched some form of Korean content on the service, with Korea being the top source of international series outside the US (though there's still a significant gap in volume). Netflix has stated plans to invest even further in Korean content going ahead.

Remarkably, this Squid Game season 3 record was achieved even though many fans seem to agree that the finale…wasn’t particularly strong. Season 3 holds the lowest critic score in the series and currently sits at a disappointing 50% audience score on Rotten Tomatoes. By the end, I’d concur that the show became somewhat chaotic, wrapping up Gi-hun’s story in odd ways that suggest this series may never have been intended to include two more seasons and another game—which wasn’t part of the original plan until after the show became a global success.

We’ll continue to monitor the records that are broken and see where Squid Game ultimately settles among Netflix’s most-watched shows of all time.

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