According to a CNBC study, less than 1% of Netflix’s 221 million subscribers play the service’s games daily.
According to Apptopia figures, the survey showed that 23.3 million people worldwide downloaded Netflix’s mobile games, and on average, 1.7 million users play them every day.
It was viewed as a revenue diversification plan when Netflix announced its entry into games in November, when it was swimming in cash. Gaming may be even more crucial to the streaming service today than it was when it originally started because of the tremendous outflow of customers the service has had since then — 200,000 in the first quarter and over a million in the second.
But it’s likely that gaming will take a back seat for a spell. In order to sustain the subscription tier and gain some momentum from the ad-supported layer, Ross Rubin, the chief analyst at Reticle Research, a consumer technology consultancy business in New York City, said he wouldn’t anticipate seeing a lot of aggressive action on the games front.
According to Mark N. Vena, president and primary analyst at San Jose, California-based SmartTechResearch, “This data from Apptopia must be catastrophic to Netflix senior management.”
He told TechNewsWorld that the data “confirms what many industry insiders have long suspected: gamers do not regard the Netflix brand as even remotely enticing for gaming compared to traditional mobile, PC, and console platforms.”
According to him, this lack of appeal will prevent Netflix from growing its subscription business and generating extra cash through gaming.
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