Panned by critics, No. 1 on Netflix: How the algorithm rewrites the rules

"Does anything released on Netflix automatically hit No. 1?"

Films that flopped at the box office — or never stood a chance there — are landing on Netflix and climbing straight to the top of the charts. Many arrive with sharply divided reviews, leaving viewers wondering whether they truly deserve the top spot.

The answer, it turns out, lies in Netflix's algorithm.

According to Netflix's official tracking site Tudum on Friday, the comedy-action film "Husbands," which drew a wave of negative reviews, recorded 6.3 million views in its second week on the platform — enough to claim the No. 1 spot on the global top 10 non-English films chart.

A title so polarizing it earned its own warning label among viewers had reached the top of Netflix's non-English film rankings.

"Husbands" has its defenders — some viewers called it a breezy, easy watch — but most Netflix users were far less kind, panning it for "forced comic dialogue" and "outdated gags." Its rating on Naver sits at a low 6.17 out of 10.

A string of critically panned or box-office films have been making unexpected comebacks on Netflix. The low-budget release "Love Untangled" knocked global sensation "KPop Demon Hunters" off the top spot within a single day of its release.

"Holy Night: Demon Hunters," an action film starring Ma Dong-seok that suffered a dismal theatrical run, also shot to No. 1 on Netflix and generated considerable buzz. The film had been savaged in theaters — critics called it "way over the top" and named it a candidate for worst film of this year — yet it climbed all the way to No. 1 on Netflix.

"The Great Flood," another Netflix film that drew heavy criticism, similarly reached No. 1 in the global non-English category.

Netflix's algorithm is at the heart of this phenomenon. Because the platform operates without the time and location constraints of a movie theater, the barrier to watching is far lower. Netflix's algorithm particularly targets users who favor related genres, pushing specific films to them with concentrated exposure.

On top of that, the AI-powered algorithm surfaces hidden preferences viewers did not even know they had and turns them into recommendations. It works by analyzing the many characteristics of a single title and connecting it to viewer segments who might seem to have no obvious link to it.

Netflix has described its personalization strategy — recommending "the content most likely to be enjoyed" based on viewer taste analysis — as a key driver of K-content's global spread. The action series "Cham Gyoyuk" was recommended even to viewers who typically watch romantic comedies.

That dynamic feeds directly into the rankings. As a result, a large share of new film releases find their way to the No. 1 spot at least once. Titles that would not justify the cost and effort of a trip to the theater are being recast as something viewers can enjoy at home with a single click — and in that new light, they are finding fresh audiences on Netflix.

A monthly OTT subscription costs about as much as a single movie ticket. A trip to the movie theater runs an average of 30,000 won ($19) per person once tickets and snacks are factored in. Given that, many people find it simply makes more sense to stay home and watch Netflix.