Netflix is ​​betting big on games, but no one is using them

Crisis of loss of subscribers threatens him NetflixQuarter after quarter, she forces her leaders to change the pace. Which is to find new solutions to stop the loss of paying users and counteract the growth of other platforms like Disney+. Although, according to many, the problem is not in the content, but in the high cost of the subscription, which in Italy varies from 7.99 to 17.99 per month.

The first solution was seen a few months ago in the first agreement with Microsoft to include ads in a future low-cost subscription. The solution, however, requires before implementation at least two years preparation. In the meantime, Netflix is ​​experimenting with other possible solutions in this area, such as offering smartphone games opened in November last year. However, it is not possible to achieve the desired success: according to data collected by the analytical company Apptopia, so far 23.3 million subscribers have downloaded Netlfix mobile games. Games used by about 1.7 million users per day, which is equal to less than 1% out of 221 million subscribers worldwide.

Netflix bets on games, subscribers don’t

In the first quarter of 2022, Netflix lost 200 thousand subscribers. Although in June, thanks to the new series of Stranger Things, several million were raffled off, which, however, immediately canceled the subscription after that. Indeed, in the second quarter of this year, Netflix reported the loss of almost 1 million subscribers.

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According to Netflix management, “stealing” users from the platform is the most important thing. great recreational players how epic games As well as tik tak that take away (free) time from users who could instead subscribe to a streaming platform and use that time to watch movies and series or play games.

Here the answer was found in the offer to download games from Netflix in order to offer your own young users a good reason to confirm the subscription. The intention was on good paper, but in practice there was no such response from young people.

Netflix claims that it is too early to draw conclusions: on the other hand, they can hardly be downloaded on the platform. 24 games out of 50 planned by the end of 2022. And, probably, this bestseller, capable of pulling all the others, is still missing.

Netflix’s subscriber acquisition strategy

Netflix is ​​basing its strategy to attract new subscribers on patience and on experimentation. And on shopping.

Last year acquired three game development studios and paid an estimated $72 million to acquire Finnish studio Next Games. The management is convinced that these investments will bring success in the long term, is it true?


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