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Streaming businesses can’t always predict what consumers will want until they have a consumer’s attention, which is why data is essential to win that precious engagement. By now you’ve surely heard of the Netflix smash hit Squid Game, the dystopian South Korean series that has become an international phenomenon. More than 142 million households have viewed the series in just under a month after its launch, smashing the previous record of 82 million held by Bridgerton and making it the most viewed title on Netflix ever.

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