Netflix’s original animated movie, “KPop Demon Hunters,” has surged into Nielsen’s streaming top 10 for July, cementing its status as a cultural phenomenon and contributing to a record-breaking month for streaming viewership across tv platforms. The musical urban fantasy film, produced by Sony Pictures Animation, landed in seventh place with an impressive 3.51 billion minutes of watchtime, a significant achievement that underscores the shifting landscape of entertainment consumption.
A Chart-Topping Ascent
Released on June 20, 2025, “KPop Demon Hunters” defied typical viewership patterns by remarkably reaching a new viewing peak in its fifth week on the platform. Its sustained popularity has propelled it to become Netflix’s second-biggest English-language movie ever, amassing over 210.5 million views and 454.2 million hours viewed to date, placing it within striking distance of surpassing “Red Notice” as the platform’s all-time most-watched film. This unprecedented longevity for a new animated movie release highlights a growing appetite among audiences for original stories and captivating narratives, especially within the animated genre.
Streaming’s Dominant July Performance
The success of “KPop Demon Hunters” played a crucial role in a banner month for streaming as a whole. According to Nielsen’s “The Gauge” report, July 2025 marked a new high, with streaming accounting for a record 47.3% of all small-screen watchtime in the U.S., a notable increase from 46% in June and nearing the 50% threshold of total tv viewing. Netflix emerged as a dominant force within this surge, securing eight of the top 10 streaming titles for the month and experiencing a 5% monthly viewing increase, achieving a platform record of 8.8% of total tv watchtime.
While “KPop Demon Hunters” was a standout, Netflix’s original series “Squid Game” claimed the top spot in July with 5.4 billion minutes of viewing, followed by Peacock’s “Love Island USA” with 5.3 billion minutes. Other Netflix releases like “Blindspot,” “Untamed,” “Animal Kingdom,” “Sullivan’s Crossing,” and “Happy Gilmore 2” also contributed to the platform’s strong showing, alongside Disney+’s “Bluey.”
The Phenomenon Extends Beyond the Screen
The impact of “KPop Demon Hunters” isn’t confined to streaming numbers alone. The film’s vibrant soundtrack has become a standalone success, shattering music industry records. Its lead single, “Golden,” made history by reaching the No. 1 spot on the Billboard Hot 100 chart – the first time a fictional female K-Pop group has achieved this feat, and the first fictional band to hit No. 1 since “We Don’t Talk About Bruno.” The accompanying album soared to No. 2 on the Billboard 200 and has consistently dominated the Billboard Soundtracks chart for seven consecutive weeks. The soundtrack has also broken multiple streaming records on Spotify, even surpassing the previous peaks set by global K-Pop powerhouses BTS and Blackpink on the US Spotify Daily Top Songs chart.
Capitalizing on its immense popularity, Netflix is taking the unprecedented step of holding special sing-along event screenings of the movie in select theaters across the United States and Canada on August 23 and 24, 2025. Many of these shows are already sold out, demonstrating the film’s potent fan engagement and a rare move for a direct-to-streaming original.
A Strategic Gamble and Future Implications
Developed by Sony Pictures Animation, “KPop Demon Hunters” was part of a 2021 deal between Sony and Netflix. Under this agreement, Netflix acquired direct-to-streaming rights, paying Sony an estimated $100 million budget plus an additional $20 million. While the film’s success has been monumental for Netflix, industry news suggests that Sony’s earnings from this deal represent a fraction of what a traditional theatrical release or long-term franchise ownership might have yielded. This arrangement was struck during the pandemic era, when the theatrical business faced significant uncertainty, highlighting the complex decisions studios made in a rapidly evolving market.
The breakout success of “KPop Demon Hunters” has ignited discussions about its future. Netflix is reportedly considering expanding the franchise with two sequels, a streaming series, and even a stage musical, signaling a long-term commitment to the property. The film’s unique blend of K-Pop music, animation, and compelling storytelling has resonated deeply with audiences, proving that original content can achieve massive success and reshape industry expectations for animated movie releases in the streaming age. Its trajectory serves as a key case study in how a streaming-first strategy, when coupled with a breakout hit, can create a powerful, multi-platform cultural force.
