Less than 1% of Netflix’s users play its games on a daily basis, despite the streaming service’s ongoing expansion of its game library. Netflix’s games average 1.7 million users per day, or a small portion of Netflix’s 221 million global members, according to information obtained by CNBC from app analytics company Apptopia.
Since Netflix began a push into mobile gaming in November 2021, Apptopia discovered that its games have been downloaded a total of 23.3 million times. The game collection which initially consisted of just five games but has now grown to over twenty, includes a game based on the card game Exploding Kittens card game, the League of Legends spinoff Hextech Mayhem, and the strategy game Into the Breach. A video game based on Netflix’s original series The Queen’s Gambit is also planned to join the game library.
Netflix has purchased three independent game studios to assist it to reach its aim of doubling its current game selection to 50 titles by the end of 2022. According to earlier data, throughout the course of the (nearly) year that the games have been accessible, Netflix game downloads gradually increased.
Game downloads reached 8 million on Apptopia in January, and 13 million in June, according to statistics from analytics company Sensor Tower. While Apple’s policies force Netflix to point customers on Apple devices to the App Store for downloads, subscribers on Android devices are free to access and download the games from either the Netflix app or Google Play Store.
For the first time in more than a decade, Netflix reported losing subscribers in April, and between May and the end of June, they lost an additional 1.3 million users internationally. As Netflix reverses the trend of subscriber losses and finds methods to make more money from those members outside of boosting the rates on the TV services they already have, the streamer’s library of games may become more and more significant. By the end of the year, Netflix already intends to launch an ad-supported tier, and it is also looking into ways to cut down on password sharing.