- Netflix gaming installs surged 180% to over 81M in 2023, largely thanks to hit Grand Theft Automobile titles.
- Still, daily install tapering signals the constant need for fresh releases to sustain interest.
- With 90 more games coming, Netflix looks to boost its position as an all-in-one entertainment provider.
Gaming soared to 81M subs
Netflix’s nascent gaming push gained impressive momentum in 2023, with app installs soaring 180% year-over-year to over 81 million worldwide. The surge came thanks largely to December’s addition of the hit Grand Theft Auto trilogy on iOS and Android, which instantly became the streamer’s most popular titles.
Netflix established in-house studios and acquired developers like Night School and Next Games to quicken releases after entering gaming to supplement video subscriptions.
Diversifying its games
Its strategy shows promise as titles spanning puzzles to RPGs drive significant download growth. Action games lead in popularity due to GTA’s inclusion, but Netflix is discovering value in diversifying mobile genres.
Monthly active users tripled after November, then doubled the next month following big gaming updates. Still, daily installs are tapering from initial excitement peaks, signaling the constant need for fresh releases and promotions to sustain interest long-term.
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Poised to be an all-in-one entertainment provider
To that end, Netflix is building a studio for a flagship cross-platform game spearheaded by AAA veterans, pointing to bigger investments.
With almost 90 more games underway, Netflix appears poised in 2024 to boost its position as an all-in-one entertainment provider for mobile audiences hooked on its growing play collection.
