Netflix is expanding its approach to monetization by introducing new payment options and redirecting the platform toward its video game section. The company envisions charging for access to its more advanced game experiences as they are developed and introducing transactional features within those titles. This shift positions games as an additional revenue stream rather than a mere bonus to the core streaming service.
Netflix’s video game service first landed in Spain in September 2021, making its debut on Android devices before expanding to other operating systems in the ensuing months. In this early wave, the catalog included several notable free-to-play titles, with Monument Valley, Mighty Quest: Rogue Palace, and Terra Nil among the standouts. This launch reflects Netflix’s strategy of building a scalable gaming library that can attract new users while offering value to existing subscribers without an upfront game purchase.
Market analytics suggest that the Netflix gaming feature is used by less than 1 percent of the global subscriber base on a daily basis. These figures come from Apptopia, a firm often cited by CNBC for its mobile intelligence insights. The relatively modest usage underscores the challenge Netflix faces in breaking into the competitive mobile gaming landscape, where users frequently expect immediate, diverse, and deeply engaging experiences across platforms.
Even with modest current usage, Netflix remains optimistic about profitability in the gaming space. The company sees potential in aligning game titles with its existing movie and TV catalog, treating these experiences as an adjacent genre that complements its core content library. Executives highlighted a path to growth through strategic investments and product innovations, noting a substantial opportunity to monetize interactive experiences in the years ahead.
In pursuit of stronger earnings from gaming, Netflix has signaled a willingness to test various monetization levers. These include adding in-game purchases within the more sophisticated titles under development, creating paid access tiers for premium experiences, and exploring a new ad-supported subscription option. Each option is framed as a way to diversify revenue while preserving subscriber value and choice.
Sources close to Netflix have reiterated these considerations to major outlets, including The Wall Street Journal, indicating ongoing internal discussions about money-making strategies beyond the base subscription model. The company’s leadership has reportedly weighed a mix of revenue streams alongside its content strategy, aiming to balance growth with user satisfaction and long-term retention.
It is also relevant to note that Netflix already operates an advertising-supported tier in certain markets. The lower-priced plan, priced around 5.49 euros, offers the basic viewing experience at a reduced rate with 720p resolution and typical streaming quality. This tier does not include downloadable content in its initial iteration, illustrating how Netflix is testing different price points and features to appeal to a broader audience while maintaining overall service quality.