Consumption of key genre powered by viewing in Latin America and Japan
Amazon Prime Video has seen its Korean content consumption more than double over the past two years, largely driven by viewers in Latin America and Japan.
The streamer has been expanding its offering over recent years with shows such as CJ ENM’s Island and TVN duo Nae Nampyeongwa Gyeolhonhaejweo (aka Marry My Husband) and Son-hae Bo-gi Silh-eo-seo (No Gain No Love) becoming available to viewers.
Such acquisitions have helped to fuel rapid growth in the amount of Korean programming its subscribers have been watching, according to data from research group Digital i seen exclusively by Broadcast International.
In the first nine months of 2025, Amazon’s Korean content reached almost 43 million subscribers, compared with fewer than 22 million across the same period in 2023, according to Digital i’s research which covers 19 countries (Argentina, Australia, Brazil, Canada, Colombia, Germany, Spain, France, Italy, Japan, Mexico, Finland, Norway, Sweden, Denmark, Netherlands, Poland, UK, US).
Romantic drama Marry My Husband was a key driver, reaching almost 7 million subscribers and accounting for 11.2 billion viewing minutes between its January 2024 launch and Q3 2025. The show was subsequently remade in Japan for Prime Video.
No Gain No Love also performed strongly for the streamer, reaching almost 6 million subscribers and accumulating a total watch time of almost 3.5 billion minutes during that same period.
Across all its Korean content, Amazon has more than doubled its viewer minutes across the same period, with consumption rising from just under 6 billion minutes in the first nine months of 2023 to more than 14 billion minutes across the same period this year.
Regional breakdown
Amazon’s Korean programming was watched by almost 40% of its customers in Japan, while reach in Colombia (35%), Mexico (34%), Brazil (22%) and Argentina (21%) rounded out the top five.
K-dramas appeared to fare less well in the UK, with only 4% of viewers watching such content on Prime Video, while the Nordics (5%), the Netherlands (5%), the US (6%) and Australia (6%) were the other countries in the bottom five on reach.
Despite Amazon’s growth in the genre, Netflix remains the dominant global force when it comes to Korean content. Its reach has increased but at a slower rate, rising from 247 million subscribers across the 19 countries in Q1-Q3 2023, to 295 million in Q1-Q3 2025.
Squid Game was the key driver, with the second, third and first seasons respectively representing the top three most-watched Korean dramas between Q1 2023 and Q3 2025 on the four streamers measured by Digital i (Netflix, Prime Video, HBO Max and Disney+).
Appetite for K-drama from Lat Am viewers was also in evidence in cumulative viewing figures across all four services, with 77% of Colombian subscribers to at least one of the quartet of streamers watching Korean content.
That figure fell only slightly in Mexico (76%), with the top five rounded out by Argentina (65%), Brazil (65%) and Japan (59%).
Korean shows on the four streamers reached only 28% of Nordic subscribers, however, with the US (32%) and the UK (40%) making up the bottom three.
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