Squid Game Season 3: One Global Show, Two Very Different Audiences – A Comparative Insight from India and Singapore

Among those who chose to watch Season 3, the biggest motivator by far was a love for the earlier seasons: 68.5% in India and 63% in Singapore said this was why they returned. This shows how strong storytelling and emotional investment can fuel ongoing viewership even in an oversaturated content landscape.

Hype matters more in India

Indian audiences were also more influenced by online buzz and social media hype: 44.2% mentioned it as a reason for watching, compared to just 31.9% in Singapore. Meme culture and influencer chatter had some influence in both markets, but again, India led slightly (9.1% vs. 8.4%).

In Singapore, audiences seem less responsive to viral trends, possibly due to the older age skew of the sample or more selective viewing habits. Instead of following the crowd, they may be choosing shows that align with their personal tastes and viewing routines.

Viewer sentiment toward Season 3 was sharply split between India and Singapore

Indian viewers embraced Season 3 as an upgrade

Roughly two-thirds of Indian respondents (66.3%) felt that Season 3 was better than previous seasons. This strong positive response highlights the series' success in sustaining its appeal through compelling new game twists, engaging characters, and emotionally impactful moments such as childbirth or moral dilemmas. Very few said “nothing stood out,” indicating high narrative and emotional engagement.

The show’s signature tension, unpredictable turns, and fresh character arcs resonated well with the Indian audience, especially those who tend to binge-watch and emotionally invest in storylines. This aligns with their earlier strong intent to watch and high reaction to online trends.

Singaporean viewers were more reserved and critical

By contrast, only 17.6% of Singaporeans said Season 3 was better, while nearly 1 in 4 (23.5%) said it was worse than previous seasons. Nearly half (47.1%) found it “about the same,” signaling lukewarm reception. This muted enthusiasm may reflect genre fatigue or unmet expectations.

Singapore’s viewer base was generally less excited by Season 3’s action and twists. Their criticism might be tied to slower pacing, less connection with new characters, or the emotional tone of the season suggesting a mismatch between content and their viewing preferences.

What made the strongest impression?

Game twists and characters impressed Indian audiences most

When asked which elements left the biggest impression, Indian viewers overwhelmingly chose twists in the game mechanics (53.3%), followed by new characters like Player 333 or Lee Myung Gi (42.5%). This shows that for them, Season 3 successfully built on its strengths, tense strategy, new players, and high-stakes competition.

The childbirth scene (33.2%) was also notably impactful, hinting at deeper emotional engagement and perhaps cultural resonance around themes of sacrifice, parenthood, or resilience.

Singaporean viewers focused more on themes than spectacle

In Singapore, while game twists and the childbirth scene still made an impression (31.9%), viewers were slightly more drawn to themes of manipulation and power (32.8%) suggesting a preference for psychological or symbolic storytelling over adrenaline-driven plots.

Interestingly, 10.9% of Singaporeans said “nothing stood out,” a number notably higher than India’s 2.9%. This reflects the broader hesitance and underwhelmed sentiment observed in earlier responses, possibly due to pacing issues, lower emotional connection, or content overload.

Deeper moral impact in India vs lighter reflection in Singapore

Indian viewers: A mirror to real-life struggles

Over 91% of Indian viewers said the show made them reflect either deeply or somewhat on complex human issues like morality, survival instincts, and ethical choices under pressure. The characters’ morally grey decisions and emotional dilemmas weren’t just dramatic; they felt personal and relatable. For many, the show served as more than entertainment, it echoed the realities of inequality, desperation, and societal pressure.

Singaporean viewers: Thoughtful, but less emotionally invested

In Singapore, the emotional weight didn’t land quite as strongly. Only 26.9% said they reflected deeply on the themes, and 23.6% said they didn’t reflect much at all. This suggests the show may have been perceived more as dark fiction than moral commentary. Cultural factors could shape how audiences interpret violence and ambiguity, resulting in a more detached, entertainment-driven experience.

Emotional impact and post-viewing behavior

Squid Game 3 hit deep emotional chords in India, but not as much in Singapore

The emotional intensity of Squid Game Season 3 differed sharply between Indian and Singaporean audiences. In India, over 90% of viewers found the season emotionally heavy, with 53.4% describing it as extremely emotional. This wasn't just surface-level engagement, the show clearly struck a nerve. The intensity of the themes, character arcs, and high-stakes survival scenes appears to have deeply resonated.

In contrast, Singaporean viewers were more reserved in their emotional response. Only 15.1% found the show extremely emotional, while a majority (54.6%) described their experience as moderately intense. Notably, over 30% felt little to no emotional reaction, a stark contrast to Indian audiences. This suggests that while Singaporeans engaged with the show, they might have viewed it with more emotional distance, possibly treating it more as suspenseful fiction than a visceral experience.

Indian viewers seek deeper meaning and emotional closure

The emotional weight of the show in India didn’t end with the credits. Instead, it led many viewers to actively process what they had just watched. Over half (51.7%) reported seeking out behind-the-scenes content or analysis to better understand the narrative. Nearly 50% said they discussed the show with friends, indicating a strong social dimension to how they dealt with the emotional intensity.

Additionally, Indian viewers reported taking steps to manage their emotional state after the show:

• 27.2% turned to lighter content such as comedy
• 25.8% took breaks from watching entirely
• Some (18.3%) even looked for other intense shows, showing a hunger for similarly gripping narratives

These behaviors show that Squid Game 3 had a lasting effect. It wasn’t just passively consumed, it prompted reflection, discussion, and in many cases, emotional self-regulation.

Singaporean viewers were more likely to disengage and move on

Singaporeans, on the other hand, appeared to process the show very differently. Only 21% looked for analytical content, and just 37.8% discussed it with others, significantly lower than their Indian counterparts. A substantial 26.1% reported no change in behavior after watching, suggesting a tendency to compartmentalize entertainment or a higher emotional threshold.

The fact that fewer Singaporeans sought closure or community discussion hints at a more detached viewing style. While they may have found the show intriguing, it didn’t appear to linger emotionally or demand further engagement.

Demographic drivers behind Squid Game's reach

India: Young, male-dominated audience fuels virality

In India, over 55% of respondents are under 35 and 62.2% are male, a segment strongly associated with binge-watching behavior, trend sensitivity, and high digital fluency.

These younger viewers tend to be early adopters of viral content and are highly responsive to online buzz. Many sought out Squid Game even via unofficial platforms such as Telegram or YouTube, showing a strong FOMO-driven culture where staying on top of trends is key to social belonging.

Singapore: Older audience with selective viewing habits

In contrast, 52.4% of Singaporean respondents are aged 45 and above, a demographic that tends to be more deliberate and discerning in their content choices. While awareness of Squid Game was still high, many chose not to watch it. Common reasons cited included “not my type of show,” “don’t have Netflix,” and “too violent.” This suggests a strong genre preference and lower susceptibility to viral trends. However, those who did watch were more likely to finish all seasons, reflecting deeper commitment once engaged.

Streaming habits shape how viewers experience content

In India, streaming is a lifestyle - in Singapore, it’s a leisure activity

Indian viewers are much more embedded in regular streaming behavior. A full 55.4% report watching at least three times a week, with 29.2% watching daily. This suggests that streaming platforms like Netflix are tightly woven into everyday routines, whether for entertainment, emotional connection, or staying in touch with trending stories.

In contrast, Singaporean viewers are more casual streamers. Only 35.2% watch more than three times a week, and nearly 1 in 3 (28.7%) say they stream rarely. Streaming appears to be a less central part of daily life, possibly reserved for weekends or when a particular title catches interest. This more occasional behavior may explain why shows like Squid Game 3, which benefit from consistent viewing and online buzz, had a less intense emotional impact in Singapore.

What drives people to click “play” differs between countries

Relaxation is the top reason for streaming in both countries, but it’s notably more dominant in Singapore, where 64.5% say they watch mainly to unwind. For Indian viewers, that number is lower (48.3%), and other motivators play a stronger role. 15.2% watch to stay in tune with trending topics or social media, and 12.2% say they actively seek intellectual or emotional stimulation, a combination that reflects a deeper or more active engagement with what’s being watched.

This difference in motivation helps explain why Indian viewers were more likely to reflect on the moral themes in Squid Game, while Singaporean viewers mostly approached it as escapist content. Shows with social commentary or complex human behavior are more likely to resonate with audiences who are primed to seek that kind of challenge, and in this case, those viewers were far more common in India.

Indian viewers are more drawn to morally complex content