99% of Netflix subscribers haven’t tried its games yet

As Netflix continues to grow its games portfolio, the streamer sees less than 1% of its subscribers interact with them on a daily basis. According to data obtained by CNBC from app tracking group Apptopia, Netflix’s games average 1.7 million daily users, a slice of Netflix’s 221 million subscribers worldwide.

Apptopia found Netflix’s games have been downloaded a total of 23.3 million times since Netflix announced a push into mobile gaming in November 2021. The streamer started with just five games, a collection it has since expanded to over two dozen titles, including a game based on Explosive kittens card game, the League of Legends spin off Hextech Mayhemand the title of the strategy In the breach. Netflix also plans to add a game based on its original series The Queen’s Bet.

Netflix wants to double its current games offering to 50 titles by the end of 2022 and has acquired three independent game studios to help it achieve this goal. Previous reports show that Netflix game downloads are slowly increasing over the (almost) year the games are available.

In January, Apptopia recorded 8 million total game downloads, while data from analytics firm Sensor Tower showed total downloads reached 13 million in June. Subscribers on Android devices can access and download the games for free from the Netflix app or Google Play Store, while Apple policies require Netflix to direct users on Apple devices to the App Store for downloads.

Netflix reported losing subscribers for the first time in more than a decade in April and lost 1.3 million more worldwide between May and the end of June. The streamer’s game collection could play an increasingly important role as Netflix reverses the trend of subscriber losses and finds ways to make more money from those subscribers beyond increasing service prices. video they already have. Netflix is ​​already planning to roll out an ad-supported tier by the end of this year and is also exploring ways to crack down on password sharing.

Disclosure: The edge recently produced a series with Netflix.

Lance B. Holton