From Korea to Asia: How Physical 100 Season 3 Signals Netflix's Global Ambitions

"If you try to appeal to everyone, you end up appealing to no one," declared Bella Bajaria, Netflix's Chief Content Officer, at the company's International Showcase in Los Angeles. These words perfectly capture Netflix's bold strategy shift from Hollywood-centric content to a "Local to Global" approach that's reshaping the streaming giant's future.

The Korean Wave Expands

In a significant move that underscores its commitment to Asian content, Netflix announced that "Physical 100" will return for a third season – this time with a pan-Asian twist. The hit survival competition show, which previously featured only Korean contestants competing for a ₩300 million prize, will now welcome participants from across Asia. It's a natural evolution for a series that has already topped Netflix's global non-English TV shows chart twice with its first two seasons.

Beyond Hollywood: Netflix's Local Content Revolution

The announcement came during Netflix's International Showcase at the Tudum Theater in Los Angeles, where the spotlight firmly remained on non-English content. Beyond "Physical 100," Netflix unveiled an impressive slate of Korean productions, including:

- The eagerly anticipated "Squid Game 2"

- "All the Love You Wish For" from acclaimed writer Kim Eun-sook

- "Revelations" from director Yeon Sang-ho

- "When Life Gives You Tangerines," marking Park Bo-gum's post-military service comeback

But Korea isn't the only focus. The showcase also highlighted new productions from France ("Love is Blind: France") and India (an untitled Bollywood series), demonstrating Netflix's commitment to diverse, locally-produced content.

The Numbers Tell the Story

The strategy appears to be paying off spectacularly. According to Min Young Kim, Netflix's APAC Content VP, over 80% of Netflix members now watch Korean content. This success extends to the crucial U.S. market, where viewing habits are undergoing a remarkable transformation. Bajaria revealed that approximately 13% of U.S. viewing time last year was spent on non-English content, with over 70% of Netflix content being watched with either subtitles or dubbing.

Why Local Goes Global

Netflix's pivot to local content production isn't just about diversity – it's about adapting to fundamental changes in how people consume content. The streaming revolution has created two significant shifts:

1. **Production Freedom**: Without the constraints of traditional theatrical distribution, Netflix can experiment with diverse, niche content that speaks to specific audiences.

2. **Hyper-Personalization**: The streaming model allows viewers to follow their precise interests, guided by sophisticated algorithms rather than broad theatrical releases.

The Challenges Ahead

However, this success comes with its own set of challenges. In Korea, Netflix faces controversy over its low corporate tax payments relative to revenue, with ongoing legal disputes over an $80 million tax bill. There are also concerns about rising production costs in Korea and questions about intellectual property rights ownership.

The Future of Streaming

Netflix's strategy represents a second wave of disruption in the entertainment industry. Having already transformed how we watch content by pioneering streaming, the company is now changing what we watch by empowering local storytellers and connecting them with global audiences.

As Bajaria emphasized, "Great stories can come from anywhere." This philosophy, combined with Netflix's technological infrastructure and global reach, is creating a new entertainment landscape where content knows no borders, and authenticity trumps universal appeal.

The success of shows like "Physical 100" proves that viewers around the world are hungry for fresh perspectives and unique cultural experiences. As the show expands its reach across Asia for its third season, it serves as a perfect example of how local content can capture global imaginations while staying true to its cultural roots.