Purpose The purpose of this paper is to investigate the effect of pulsed magnetic field (PMF) with different duty cycles on the melt flow and heat transfer behaviors during direct-chill (DC) casting of large-size magnesium alloy billet and find the appropriate range of duty cycle. Design/methodology/approach A transient two-dimensional mathematical model coupled electromagnetic field, flow field and thermal field, is conducted to study the melt flow and temperature field under PMF and compared with that under the harmonic magnetic field. Findings The results reveal that melt vibration and fluctuation are generated due to the instantaneous impact of repeated thrust and pull effects of Lorentz force under PMF. The peak of Lorentz force decreases greatly with the increasing duty cycle, but the melt fluctuation region is expanded with higher duty cycle, which accelerates the interior melt velocity and reduces the temperature gradient at the liquid-solid interface. However, PMF with overly high duty cycle has adverse effect on the melt convection and limited influence on the interior melt. A duty cycle of 20% to 50% is a reasonable range. Practical implications This paper can provide guiding significance for the setting of duty cycle parameters on DC casting under PMF. Originality/value There are few reports on the effect of PMF parameters during DC casting with applying PMF, especially for duty cycle, a parameter unique to PMF. The findings will be helpful for applying the external field of PMF on DC casting.