Netflix expands beyond streaming, letting users play games like Tetris and Pictionary on smart TVs using phones as controllers.
Background: Netflix remains the undisputed champion of the streaming world, with blockbuster hits like Bridgerton, Wednesday, and Monsters under its belt, plus more than 300 million paid members globally.
What happened: Since 2021, Netflix has been teasing its gaming ambitions, but last week, it finally made its biggest move yet: allowing subscribers to play games directly on their smart TVs, using their phones as controllers. The first lineup includes familiar, family-friendly classics like Boggle, Pictionary, Tetris, and even a LEGO Party game.
What else: These group-based titles are designed to keep people engaged on Netflix even when they’re not bingeing a new show.
What's the key learning?
💡In the attention economy, whoever owns your couch time, wins. Netflix’s 300+ million subscribers already spend around two hours a day, or 14 hours a week, watching its content.
💡To keep people glued longer, it needs more “sticky” experiences, and gaming offers that next frontier. With $140 billion spent annually on gaming (excluding Russia, China, and ad revenue), Netflix’s move into interactive entertainment isn’t just about engagement.
💡Gaming has become a strategic play for Netflix to capture a share of this massive market.
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