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'Squid Game' was a surprise global smash. Will Season 2 be even bigger for Netflix?

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'Squid Game' was a surprise global smash. Will Season 2 be even bigger for Netflix?

It’s been more than three years since college student Justin Lin binge-watched the first season of Netflix’s “Squid Game” in two days. Now, he can’t wait until Season 2 launches on Netflix on Dec. 26.

Lin was so excited that he drove from the San Gabriel Valley to Hollywood to don a green tracksuit and compete against other fans for a seat at the U.S. premiere.

“It was really exciting — we were all on our heels. We were all on our toes,” Lin said after he watched the first episode of the new season.

The show, about debt-ridden people so desperate for money that they compete in deadly games, remains the most popular program on Netflix with more than 330 million views to date of its first season. In the Korean drama’s first 91 days on Netflix, “Squid Game” Season 1 captured 265.2 million views — the largest amount ever on the platform for any program.

Tom Nunan, a former network and studio executive who teaches at UCLA, thinks the second season could be even bigger.

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“The first season was so beloved,” Nunan said. “Now you have something that’s an established title. People don’t have to rely on word of mouth. You’re going to deal with the existing fan base worldwide, along with everybody who wants to check it out for the first time.”

Netflix’s audience is also bigger compared to when “Squid Game” launched in September 2021. Back then, Netflix’s subscribers were nearly 214 million members in the third quarter of 2021. It has since grown 32% to more than 282 million globally.

“I have a lot of confidence that our members who watched Season 1 will definitely love Season 2, and those who actually have not been introduced will find Season 2 will also resonate with them as well,” said Minyoung Kim, Netflix’s vice president of content for Asia Pacific (not including India) in an interview last month.

Costumed “Squid Game” guards watch over the crowd at the premiere of the second season of the Netflix series.

(Chris Pizzello / Chris Pizzello/invision/ap)

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The second season, a Golden Globe nominee, starts where “Squid Game” left off, with the main character on a mission to end the deadly games.

Netflix has leaned into its international programming, taking big bets on local stories that resonate in specific countries and regions. Sometimes those narratives become global hits, like “Squid Game.”

“Squid Game broke records and became our most popular show ever, proving that great stories can come from anywhere,” said Bela Bajaria, Netflix’s chief content officer, on stage at the “Squid Game” U.S. premiere earlier this month at the Egyptian Theatre in Hollywood. “The cultural impact was massive globally.”

The first season had a budget of $21.4 million or about $2.4 million an episode, according to Bloomberg. Netflix declined to comment on the budgets for either season, but it’s clear the filmmakers had more resources for the new one. Creator Hwang Dong-hyuk told the Hollywood Reporter: “This time, I was able to fully realize my creative vision, whether it was the set building or CGI. We didn’t have to compromise.”

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Netflix has put significant marketing dollars behind the show, hosting fan events in cities that included Sydney and Paris. The streamer also has partnerships with major brands, including Puma, which created the tracksuits the contestants wear in Season 2 and are selling a version of it to fans. Other items include “Squid Game”-themed Crocs and a limited edition “Red Light: Green Light” beef jerky from Jack Link’s.

The company also rolled out a multiplayer game, “Squid Game: Unleashed,” which is available to non-Netflix subscribers for a limited period of time. Netflix announced Monday that it will reward gamers who also tune in to the show, giving them cash or wild tokens in the game based on the number of episodes they watch of Season 2.

And of course, there are the legions of “Squid Game” fans sharing the hype.

“They’ve built a lot of anticipation for it and everyone’s ready for it,” said Jacqueline Yang, a 28-year-old content creator based in downtown L.A. who watched all of Season 1 in one day.

Earlier this month, 1,700 fans, including Yang, participated in a 4.56K run (a reference to Season 1’s main character, Player 456) that started at L.A. City College. They were given tracksuits similar to the ones on the show.

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During the event, fans were asked to choose to run through one of three large shapes — a circle, a triangle or a square (the symbols that cover the faces of the masked guards overseeing the show’s games). Participants who chose the correct symbol could attend the screening.

Lin and a friend chose the triangle — the right choice, it turned out.

Yang also chose the triangle, but her mother was not so lucky. The family was separated as Yang’s mother competed in two subsequent games — “Red Light, Green Light” and the scratching of a lottery ticket — but failed.

And even though her mother left the premiere early (Yang’s boyfriend picked her up), she didn’t leave empty-handed; she took home the tracksuit.

“My mom is like, ‘I guess we have our Halloween costumes for this next year,’” Yang said.

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Video: The Web of Companies Owned by Elon Musk

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Video: The Web of Companies Owned by Elon Musk

new video loaded: The Web of Companies Owned by Elon Musk

In mapping out Elon Musk’s wealth, our investigation found that Mr. Musk is behind more than 90 companies in Texas. Kirsten Grind, a New York Times Investigations reporter, explains what her team found.

By Kirsten Grind, Melanie Bencosme, James Surdam and Sean Havey

February 27, 2026

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Commentary: How Trump helped foreign markets outperform U.S. stocks during his first year in office

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Commentary: How Trump helped foreign markets outperform U.S. stocks during his first year in office

Trump has crowed about the gains in the U.S. stock market during his term, but in 2025 investors saw more opportunity in the rest of the world.

If you’re a stock market investor you might be feeling pretty good about how your portfolio of U.S. equities fared in the first year of President Trump’s term.

All the major market indices seemed to be firing on all cylinders, with the Standard & Poor’s 500 index gaining 17.9% through the full year.

But if you’re the type of investor who looks for things to regret, pay no attention to the rest of the world’s stock markets. That’s because overseas markets did better than the U.S. market in 2025 — a lot better. The MSCI World ex-USA index — that is, all the stock markets except the U.S. — gained more than 32% last year, nearly double the percentage gains of U.S. markets.

That’s a major departure from recent trends. Since 2013, the MSCI US index had bested the non-U.S. index every year except 2017 and 2022, sometimes by a wide margin — in 2024, for instance, the U.S. index gained 24.6%, while non-U.S. markets gained only 4.7%.

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The Trump trade is dead. Long live the anti-Trump trade.

— Katie Martin, Financial Times

Broken down into individual country markets (also by MSCI indices), in 2025 the U.S. ranked 21st out of 23 developed markets, with only New Zealand and Denmark doing worse. Leading the pack were Austria and Spain, with 86% gains, but superior records were turned in by Finland, Ireland and Hong Kong, with gains of 50% or more; and the Netherlands, Norway, Britain and Japan, with gains of 40% or more.

Investment analysts cite several factors to explain this trend. Judging by traditional metrics such as price/earnings multiples, the U.S. markets have been much more expensive than those in the rest of the world. Indeed, they’re historically expensive. The Standard & Poor’s 500 index traded in 2025 at about 23 times expected corporate earnings; the historical average is 18 times earnings.

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Investment managers also have become nervous about the concentration of market gains within the U.S. technology sector, especially in companies associated with artificial intelligence R&D. Fears that AI is an investment bubble that could take down the S&P’s highest fliers have investors looking elsewhere for returns.

But one factor recurs in almost all the market analyses tracking relative performance by U.S. and non-U.S. markets: Donald Trump.

Investors started 2025 with optimism about Trump’s influence on trading opportunities, given his apparent commitment to deregulation and his braggadocio about America’s dominant position in the world and his determination to preserve, even increase it.

That hasn’t been the case for months.

”The Trump trade is dead. Long live the anti-Trump trade,” Katie Martin of the Financial Times wrote this week. “Wherever you look in financial markets, you see signs that global investors are going out of their way to avoid Donald Trump’s America.”

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Two Trump policy initiatives are commonly cited by wary investment experts. One, of course, is Trump’s on-and-off tariffs, which have left investors with little ability to assess international trade flows. The Supreme Court’s invalidation of most Trump tariffs and the bellicosity of his response, which included the immediate imposition of new 10% tariffs across the board and the threat to increase them to 15%, have done nothing to settle investors’ nerves.

Then there’s Trump’s driving down the value of the dollar through his agitation for lower interest rates, among other policies. For overseas investors, a weaker dollar makes U.S. assets more expensive relative to the outside world.

It would be one thing if trade flows and the dollar’s value reflected economic conditions that investors could themselves parse in creating a picture of investment opportunities. That’s not the case just now. “The current uncertainty is entirely man-made (largely by one orange-hued man in particular) but could well continue at least until the US mid-term elections in November,” Sam Burns of Mill Street Research wrote on Dec. 29.

Trump hasn’t been shy about trumpeting U.S. stock market gains as emblems of his policy wisdom. “The stock market has set 53 all-time record highs since the election,” he said in his State of the Union address Tuesday. “Think of that, one year, boosting pensions, 401(k)s and retirement accounts for the millions and the millions of Americans.”

Trump asserted: “Since I took office, the typical 401(k) balance is up by at least $30,000. That’s a lot of money. … Because the stock market has done so well, setting all those records, your 401(k)s are way up.”

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Trump’s figure doesn’t conform to findings by retirement professionals such as the 401(k) overseers at Bank of America. They reported that the average account balance grew by only about $13,000 in 2025. I asked the White House for the source of Trump’s claim, but haven’t heard back.

Interpreting stock market returns as snapshots of the economy is a mug’s game. Despite that, at her recent appearance before a House committee, Atty. Gen. Pam Bondi tried to deflect questions about her handling of the Jeffrey Epstein records by crowing about it.

“The Dow is over 50,000 right now, she declared. “Americans’ 401(k)s and retirement savings are booming. That’s what we should be talking about.”

I predicted that the administration would use the Dow industrial average’s break above 50,000 to assert that “the overall economy is firing on all cylinders, thanks to his policies.” The Dow reached that mark on Feb. 6. But Feb. 11, the day of Bondi’s testimony, was the last day the index closed above 50,000. On Thursday, it closed at 49,499.50, or about 1.4% below its Feb. 10 peak close of 50,188.14.

To use a metric suggested by economist Justin Wolfers of the University of Michigan, if you invested $48,488 in the Dow on the day Trump took office last year, when the Dow closed at 48,448 points, you would have had $50,000 on Feb. 6. That’s a gain of about 3.2%. But if you had invested the same amount in the global stock market not including the U.S. (based on the MSCI World ex-USA index), on that same day you would have had nearly $60,000. That’s a gain of nearly 24%.

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Broader market indices tell essentially the same story. From Jan. 17, 2025, the last day before Trump’s inauguration, through Thursday’s close, the MSCI US stock index gained a cumulative 16.3%. But the world index minus the U.S. gained nearly 42%.

The gulf between U.S. and non-U.S. performance has continued into the current year. The S&P 500 has gained about 0.74% this year through Wednesday, while the MSCI World ex-USA index has gained about 8.9%. That’s “the best start for a calendar year for global stocks relative to the S&P 500 going back to at least 1996,” Morningstar reports.

It wouldn’t be unusual for the discrepancy between the U.S. and global markets to shrink or even reverse itself over the course of this year.

That’s what happened in 2017, when overseas markets as tracked by MSCI beat the U.S. by more than three percentage points, and 2022, when global markets lost money but U.S. markets underperformed the rest of the world by more than five percentage points.

Economic conditions change, and often the stock markets march to their own drummers. The one thing less likely to change is that Trump is set to remain president until Jan. 20, 2029. Make your investment bets accordingly.

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How the S&P 500 Stock Index Became So Skewed to Tech and A.I.

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How the S&P 500 Stock Index Became So Skewed to Tech and A.I.

Nvidia, the chipmaker that became the world’s most valuable public company two years ago, was alone worth more than $4.75 trillion as of Thursday morning. Its value, or market capitalization, is more than double the combined worth of all the companies in the energy sector, including oil giants like Exxon Mobil and Chevron.

The chipmaker’s market cap has swelled so much recently, it is now 20 percent greater than the sum of all of the companies in the materials, utilities and real estate sectors combined.

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What unifies these giant tech companies is artificial intelligence. Nvidia makes the hardware that powers it; Microsoft, Apple and others have been making big bets on products that people can use in their everyday lives.

But as worries grow over lavish spending on A.I., as well as the technology’s potential to disrupt large swaths of the economy, the outsize influence that these companies exert over markets has raised alarms. They can mask underlying risks in other parts of the index. And if a handful of these giants falter, it could mean widespread damage to investors’ portfolios and retirement funds in ways that could ripple more broadly across the economy.

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The dynamic has drawn comparisons to past crises, notably the dot-com bubble. Tech companies also made up a large share of the stock index then — though not as much as today, and many were not nearly as profitable, if they made money at all.

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How the current moment compares with past pre-crisis moments

To understand how abnormal and worrisome this moment might be, The New York Times analyzed data from S&P Dow Jones Indices that compiled the market values of the companies in the S&P 500 in December 1999 and August 2007. Each date was chosen roughly three months before a downturn to capture the weighted breakdown of the index before crises fully took hold and values fell.

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The companies that make up the index have periodically cycled in and out, and the sectors were reclassified over the last two decades. But even after factoring in those changes, the picture that emerges is a market that is becoming increasingly one-sided.

In December 1999, the tech sector made up 26 percent of the total.

In August 2007, just before the Great Recession, it was only 14 percent.

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Today, tech is worth a third of the market, as other vital sectors, such as energy and those that include manufacturing, have shrunk.

Since then, the huge growth of the internet, social media and other technologies propelled the economy.

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Now, never has so much of the market been concentrated in so few companies. The top 10 make up almost 40 percent of the S&P 500.

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How much of the S&P 500 is occupied by the top 10 companies

With greater concentration of wealth comes greater risk. When so much money has accumulated in just a handful of companies, stock trading can be more volatile and susceptible to large swings. One day after Nvidia posted a huge profit for its most recent quarter, its stock price paradoxically fell by 5.5 percent. So far in 2026, more than a fifth of the stocks in the S&P 500 have moved by 20 percent or more. Companies and industries that are seen as particularly prone to disruption by A.I. have been hard hit.

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The volatility can be compounded as everyone reorients their businesses around A.I, or in response to it.

The artificial intelligence boom has touched every corner of the economy. As data centers proliferate to support massive computation, the utilities sector has seen huge growth, fueled by the energy demands of the grid. In 2025, companies like NextEra and Exelon saw their valuations surge.

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The industrials sector, too, has undergone a notable shift. General Electric was its undisputed heavyweight in 1999 and 2007, but the recent explosion in data center construction has evened out growth in the sector. GE still leads today, but Caterpillar is a very close second. Caterpillar, which is often associated with construction, has seen a spike in sales of its turbines and power-generation equipment, which are used in data centers.

One large difference between the big tech companies now and their counterparts during the dot-com boom is that many now earn money. A lot of the well-known names in the late 1990s, including Pets.com, had soaring valuations and little revenue, which meant that when the bubble popped, many companies quickly collapsed.

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Nvidia, Apple, Alphabet and others generate hundreds of billions of dollars in revenue each year.

And many of the biggest players in artificial intelligence these days are private companies. OpenAI, Anthropic and SpaceX are expected to go public later this year, which could further tilt the market dynamic toward tech and A.I.

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Methodology

Sector values reflect the GICS code classification system of companies in the S&P 500. As changes to the GICS system took place from 1999 to now, The New York Times reclassified all companies in the index in 1999 and 2007 with current sector values. All monetary figures from 1999 and 2007 have been adjusted for inflation.

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