Netflix's Untapped Gaming Potential
Netflix, the world's leading streaming service with over 250 million subscribers, offers a wide array of entertainment options beyond its renowned collection of films and TV shows. Surprisingly, less than 1% of users are taking advantage of one of Netflix's best perks - its gaming section.
A Growing Library of Games
In recent years, Netflix has made strategic acquisitions of gaming studios, signaling its foray into the gaming realm. One notable acquisition is Night School Studios, the developer behind the popular Oxenfree games. Despite having almost 100 games available on the service, Netflix's gaming section has failed to gain traction.
The Numbers Speak: Lackluster Engagement
A recent report by CNBC reveals that a mere 2.2 million Netflix users play games from the platform's library on a daily basis. While more than 70 million subscribers have downloaded a game at some point, the majority do not return for more gaming experiences.
An Abundance of Free Games
Netflix offers nearly 100 games that are free for all subscribers. Among the titles are award-winning games like Immortality, Kentucky Route Zero, and Before Your Eyes. These games can be downloaded to mobile devices and played at no additional cost.
Awareness and Engagement Challenges
Despite the potential for crossover between Netflix's TV and movie viewership and gaming enthusiasts, the gaming section remains largely overlooked. Many users are either unaware that games are available on Netflix or struggle to identify which games are worth playing. Additionally, games require a download and a larger time commitment compared to TV shows and films, making it more challenging for users to try them out.
Netflix's Vision for Long-Term Entertainment
Co-CEO of Netflix, Greg Peterson, emphasizes the company's belief in the long-term value of entertainment. Netflix continues to develop and release new games, including recent additions like Squid Game and Black Mirror-based games. Closing the gap between awareness and engagement could unlock a world of gaming possibilities for more users.
If Netflix can find a way to bridge this gap and enhance the discoverability of its gaming offerings, a larger portion of its subscriber base may embrace gaming as part of their subscription.
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