During a moment of crisis following the atypical pandemic period, Netflix bet on video games as a lifeline, after all, it is the highest revenue-generating industry and practically the largest in entertainment in recent years. The streaming platform's proposal was through a selection of mobile games accessible via Android and iOS devices or specific hardware such as Smart TVs. However, despite the increase in the number of available titles, its gaming business has not taken off, and the numbers are a cause for concern.
Less than 1% of Netflix subscribers use its gaming platform
According to a report by CNBC, less than 1% of Netflix subscribers play any of the titles offered on the service daily, even though the catalog of games is expanding. This was revealed by the analytics firm Apptopia, which noted that the peak number of Netflix users using the gaming platform was 2.7 million per day in January 2023 but has dropped to as low as 1.45 million in some months. While a million accounts may be considered relevant, the reality is that considering the streaming platform's user base is over 200 million, the percentage interested in its gaming offering is minimal.
Netflix continues to struggle to make headway in the gaming business
Regarding this, it is pointed out that the figures of Netflix Games are below what some publishers achieve with a single game, without the need to build a platform and invest in a catalog. It's worth noting that in recent years, Netflix has acquired studios to take care of exclusive projects because the company believes that this will add value to its gaming offering.
However, it was recently revealed that one of Netflix's interests is to obtain Grand Theft Auto titles in its catalog to attract more users because it is known that the Rockstar Games franchise is a very important asset for those who invest in it and offer it on their respective platforms. Just remember the chaos that occurred during the release of GTA V on the Epic Games Store and the times it has been on Xbox Game Pass.
In this regard, the statements of Greg Peters, co-CEO of Netflix, to investors are cited, who questioned the present and future of their gaming business. In them, the executive assured that the company's strategy for gaming is to "crawl, walk, and then run," so the idea, at least for now, is a long-term gaming proposal that also has much, or everything, to do with advancements in internet connections and accessibility and experience on mobile or home devices where their games can run via streaming.
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