Netflix bets heavily on games, but nobody uses them

The crisis of loss of subscribers he is facing Netflixquarter after quarter, it is forcing its executives to change pace. Which consists in finding new solutions to stem the loss of paying users and counter the rise of other platforms, such as Disney +. Although, according to many, the problem lies not in the contents but in the high cost of the subscription, which in Italy varies from 7.99 to 17.99 per month.


A first solution was glimpsed a few months ago with a first agreement with Microsoft to bring advertising to a future low cost subscription. The solution, however, requires before being implemented at least two years of preparation. In the meantime, Netflix is ​​experimenting other possible solutions in the field: such as the offer of smartphone games inaugurated last November. However, it is not achieving the desired success: according to the data collected by the analysis company Apptopia, so far 23.3 million subscribers have downloaded Netlfix games for mobile. Games used by about 1.7 million users per day, equal to less than 1% of the 221 million global subscribers.

Netflix bets on games but subscribers don’t

In the first quarter of 2022, Netflix lost 200 thousand subscribers. Although in June, thanks to the new episodes of Stranger Things, a few million was won, which however canceled the subscription immediately afterwards. And in fact, in the second quarter of this year, Netflix reported the loss of nearly 1 million subscribers.

According to Netflix management to “to steal“users to the platform are the great entertainment players how Epic Games And TikTok that steal (free) time from users who could instead subscribe to the streaming platform and use that time to watch movies and TV series, or to play games.

Here the answer was found in the proposal of games to be downloaded from Netflix in order to offer to its own younger users a good reason to confirm your subscription. The intention was on good paper, but then in practice this response from the young people did not exist.

At Netflix they claim that it is still too early to sum up: on the other hand, they can hardly be downloaded on the platform 24 games out of the 50 planned by the end of 2022. And probably still missing that best-selling title capable of pulling all the others.

Netflix’s strategy for winning subscribers

Netflix has based its strategy of winning new subscribers on patience and on the experimentation. And on the shopping.

Last year acquired three game development studios and paid approximately $ 72 million for the acquisition of Finnish studio Next Games. Management is convinced that these investments will return success in the long term, is that true?

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About Alex Marcell

He likes dogs, pizza and popcorn. Already a fanboy of Nintendo and Sony, but today throws anything. He has collaborated on sites and magazines such as GameBlast, Nintendo World, Hero and Portal Pop, but today is dedicated exclusively to Spark Chronicles.

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