How did online streaming services increase the international audience for Korean dramas?

Online streaming services have been instrumental in expanding the global reach of Korean dramas, acting as a primary catalyst for the international growth of the hallyu (Korean Wave) phenomenon.

While Korean dramas initially gained popularity in East Asia through traditional television broadcasting, the rise of online streaming platforms in the 2000s facilitated much broader access for international viewers. A significant turning point occurred with the entry of Netflix into the South Korean market in 2016, which provided a dedicated global infrastructure for distributing these series to a worldwide audience.1

These platforms have transformed Korean dramas into a major cultural export by:
* Providing Global Accessibility: Streaming services make series available to international audiences far beyond the regions where they were originally broadcast.1
* Driving Massive Engagement: The success of high-profile series, such as Squid Game, demonstrated the potential for Korean content to achieve record-breaking viewership numbers globally.1
* Enabling Sustained Investment: The proven popularity of these shows has encouraged platforms like Netflix to invest billions of dollars into the production of new Korean content, ensuring a steady stream of high-quality programming for international fans.1