Netflix is trying to diversify its revenue since the company launched a catalog of video games for iOS and Android users last year. While the streaming service already offers 24 games and plans to add 26 more by the end of the year, one study showed that less than 1% of its subscribers are playing.
According to Apptopia (via CNBC), an average of 1.7 million people interact with Netflix games, which is less than 1% of the company’s 221 million subscribers. The games have been downloaded a total of 23.3 million times.
Although the service includes great titles of its programs, such as Strange thingsthey don’t seem to be convincing people, as the company also lost 200,000 subscribers during the first quarter of 2022.
As CNBC noted, Netflix appears to have taken a shot in the dark, with its COO Greg Peters saying last year that it took the company “many months and frankly years” to learn how games can keep viewers entertained. customers in the service.
“We’re going to be experimental and try a bunch of things,” Peters said during the company’s fourth-quarter earnings conference call. “But I would say that the eyes that we have on the long-term prize really are more focused on our ability to create properties that are connected to the universes, the characters, the stories that we are building.”
While Netflix has yet to find its blockbuster game, the company is racing against time to offer a new ad-based subscription for its users as it wants to keep growing and making money.
Compared to Apple Arcade, Netflix doesn’t have the same option to experiment “and try a bunch of stuff.” With over 200 games, Arcade offers classic iOS games and exclusive titles while being included with every Apple One subscription.
Apple enriches the user experience with its integrated services, such as Music, Arcade, TV+ and iCloud, while Netflix needs to generate revenue from games, which does not seem to be the case for now.
What is also important to note is that the company offers a lot more games on Android devices than on iOS. Android also offers a seamless experience, as you can find all the games in the main Netflix app, while you have to download them separately from your iPhone/iPad App Store.
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