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Netflix's mobile gaming platform has been engaging less than 1 percent of Netflix subscribers since its launch last November, according to new data from app analytics company Apptopia (via CNBC.).

netflix-games-launch.jpg

Included with every Netflix subscription, Netflix Games allows users to play a handful of games on their mobile devices. Games are released as individual apps on the iOS App Store, while the full catalog of games, currently numbering 24 titles, is maintained in the Netflix app.

Similar to the way Apple Arcade operates, there are no ads, additional fees or in-app purchases included in the games, with the idea being that customers remain engaged with the streaming service while they are waiting for new installments of TV shows and series hosted by the platform.

For example, Netflix has tied in several of the available games to popular shows, such as "Stranger Things: 1984," "Stranger Things 3: The Game," and an upcoming chess game based on The Queen's Gambit. Netflix hasn't said how much it's investing in games, but the company acquired Finnish developer Next Games for around $72 million, and Netflix says the catalog will grow to 50 games by the end of the year.

Despite Netflix's investment, however, the latest engagement figures are unlikely to be warmly received by Netflix, as less than 1% of Netflix's 221 million subscribers play the games according to Apptopia. In total, the games have reportedly been downloaded 23.3 million times and average 1.7 million daily users, which is far short of leading mobile games.

Last year, Netflix's COO Greg Peters said the company was "many months and really, frankly, years" into learning how games can keep customers on the service. "We're going to be experimental and try a bunch of things, but I would say the eyes that we have on the long-term prize really center more around our ability to create properties that are connected to the universes, the characters, the stories that we're building."

Intensifying competition for user attention in recent months has likely since increased the importance of games to Netflix's overall strategy. According to data shared by the company's Q2 2022 earnings call, despite revenue increasing 9 percent year on year, Netflix lost 1.3 million subscribers in the United States and Canada over the quarter.

Netflix has also been raising its prices, which has resulted in some customers turning away from the service. In January, the company increased the prices for all of its plans. The basic standard definition plan went from $8.99 to $9.99, the Standard HD plan went from $13.99 to $15.49, and the 4K plan went from $17.99 to $19.99.

Netflix blames its subscriber loss on connected TV adoption, account sharing, and competition, and to continue to improve revenue growth, the company says that it is focusing on evolving monetization. A lower-priced ad-supported tier is in the works and is set to launch in early 2023, and the lower-cost plan could draw in some of the subscribers that have abandoned Netflix because of the rising costs.

Article Link: Netflix Games Engaging Less Than 1 Percent of Subscribers
 
I wonder what the split is between iOS and Android. I think there was an article on this a while ago regarding Apple not really allowing them to do it within the Netflix App and that's why they have to do the extra step via the AppStore? Is it the same work flow on Android? If it faires better on Android, one could argue that its Apples "anti-competitive" fault.
 
I wonder what the split is between iOS and Android. I think there was an article on this a while ago regarding Apple not really allowing them to do it within the Netflix App and that's why they have to do the extra step via the AppStore? Is it the same work flow on Android? If it faires better on Android, one could argue that its Apples "anti-competitive" fault.
The flaw with that idea is outside North America Android has a greater marketshare (71.86% world wide) than iOS. Because by its very nature of having a greater marketshare Android is going to "fair better" everything else being equal.
 
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I haven’t used Netflix in a couple years. It was declining back then. I can only imagine how it is since companies like Disney, Paramount, Sony, etc… have been pulling all their content for their own sub services.

I can’t see how their gaming services could offer any incentive to stay.
 
I haven’t used Netflix in a couple years. It was declining back then. I can only imagine how it is since companies like Disney, Paramount, Sony, etc… have been pulling all their content for their own sub services.

I can’t see how their gaming services could offer any incentive to stay.
Especially as Netflix is kind of a late comer to the gaming service party. The console/PC market has been doing that for years. The arcade version still have the issue of internet lag and being expensive if you want it faster than crippled jackrabbit in many areas.

Back on Mar 5, 2020 Matpat was looking as who would win the streaming wars and figured that Netflix was going to have problems in the future given what they had once had was being used by other streaming services.
 
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Especially as Netflix is kind of a late comer to the gaming service party. The console/PC market has been doing that for years. The arcade version still have the issue of internet lag and being expensive if you want it faster than crippled jackrabbit in many areas.
Exactly! And I can’t see anyone other than a parent sitting their kid in front of the tv with a controller to watch tv/play games getting any use out of it.

True gamers aren’t gonna turn to Netflix for any kind of gaming experience.
 
The only reason I even knew about Netflix Games was due to the fact they bought the rights to Asphalt Xtreme and removed some of the vehicles that were in the original game along with the music.
 
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Never have I once pulled up the Netflix, Hulu, HBO Max, etc. app to play a game. If I’m buying a service to watch tv or movies, why would I want to play a game? If I wanted to play a game, I’d be paying for Steam or Apple Arcade. This idea has seemed idiotic from day one.
 
Exactly! And I can’t see anyone other than a parent sitting their kid in front of the tv with a controller to watch tv/play games getting any use out of it.

True gamers aren’t gonna turn to Netflix for any kind of gaming experience.
Even casual gamers have other options for gaming experience. Netflix getting into the gaming arena comes off as desperate especially as Apple has been doing that via Apple TV since at least 2015 and that was way before Apple started up Apple Arcade.
 
Didn’t even realize they had games. And I’ve been a subscriber for years…
I saw it when the feature first launched, but completely forgot it existed until a week or two ago.

With the exception of Into the Breach, the games are uncompelling, IMO.

I’m close to canceling Netflix though. Or at least pausing it the way I do peacock premium and Apple TV until there’s a specific show I want to watch.
 
This just reminds me of the big iTunes joke from WWDC a couple years ago.
first, it was simply just a computer jukebox, then it was an iPod manager, then it was a music store, then they added TV shows, then they added podcasts, then movies, then they added iPhone apps, and activation features, then they added ringtones, then they added Apple Music streaming… and they expected you to do all of this from the same app.
That’s not where Netflix is right now of course, but if they keep heading down this direction, it could be where they go.
Games should not be in the Netflix app.
 
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What's next? Netflix Music?
Who knows. It wouldn't surprise me if Netflix and Spotify decide to merge in the future, perhaps to better compete with Apple One, though I question the wisdom of two unprofitable companies doing so.
 
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