Netflix Gaming Still Struggles: Only 3.5% of Subscribers Play Monthly

Ever wonder if anyone actually plays games on Netflix? Well, the numbers are in, and they're not pretty. According to a Netflix memo seen by The Wall Street Journal, only 3.5% of subscribers play games monthly. That's a far cry from the company's 2026 target for "reach and engagement" in gaming—it's 10% behind, to be exact. Back in 2022, it was reported that fewer than 1% of subscribers played games on Netflix, so there's been some growth, but it's still a long way from where Netflix wants to be.

Getting deeper into games is part of Netflix's broader effort to boost engagement, and it's not the only measure they've taken. The company has also expanded into live sports and podcasts. But gaming has been a bumpy road. Netflix's priorities have bounced around over the years—at one point, they were planning to create AAA games and hired big-name talent. However, they later backtracked and now focus more on mobile and social games.

Recently, co-CEO Ted Sarandos was asked if Netflix will abandon gaming entirely in the future. He doesn't think so—at least not soon. Sarandos said gaming appeals to Netflix because, for example, someone who just finished a Netflix show can stay engaged with the brand through tie-in games connected to those franchises. Beyond tie-in games for Netflix properties like Stranger Things and Love is Blind, Netflix commissions new games like Unhinged and The Conjuring: Unspoken.

The streaming giant also made a big play in gaming this year by hosting the GTA 6 Extended Look trailer, and it worked to get people to sign up for Netflix and watch on the platform. Netflix previously worked with Take-Two to bring GTA games to the platform, and Red Dead Redemption from Take-Two's Rockstar division remains available to play on Netflix.

These new details about Netflix's gaming efforts come amidst a big shakeup at the company—a number of top executives were let go or left earlier this week ahead of Netflix's latest earnings report today, October 20. Netflix's stock price is down 23% this year and 43% over the past 12 months, and investors have called on management to make changes to help the stock recover. Beyond the executive departures, Netflix laid off over 1,000 people recently—about 6% of its total workforce—in the largest round of layoffs in the company's history.

So, what do you think? Will Netflix ever crack the gaming market, or is this just a lost cause? Let us know in the comments!