Netflix plans to offer many more games to its users by the end of the year and has announced this long ago, but if we look at the usage rates of its subscribers at the moment, the numbers do not look very encouraging .
Since last November, the company has been giving its users access to many games to keep them engaged. Only subscribers can access the games but must be downloaded as separate apps. According to Apptopia, an app analytics company, the games have been downloaded a total of 23.3 million times and averaged 1.7 million daily users. That ‘s less than 1% of Netflix’s 221 million subscribers .
Netflix Attempts to Tackle Subscriber Loss
The importance of games to Netflix’s overall strategy has arguably increased in recent months as the company faces intensified competition for users’ attention. In the second quarter, Netflix lost nearly 1 million more subscribers after losing 200,000 subscribers in the first quarter . In a letter he wrote to shareholders last year, Netflix cited Epic Games and TikTok as among the big competitors of the current era.
Still, Netflix Chief Operating Officer Greg Peters said last year that games will have to wait “months or even years” to find out how they can keep customers on the service. The company’s current catalog of 24 game apps spans various genres and games from Netflix-exclusive series like ” Stranger Things: 1984 “. Many are modeled after popular card games like “Mahjong Solitaire” and “Exploding Kittens.”
According to a company representative, this game catalog will reach 50 games by the end of the year, including “Queen’s Gambit Chess” based on the hit Netflix series .