Netflix’s entry into the gaming market is off to a slow start. According to an analysis performed by Apptopia on behalf of CNBC, the streaming giant’s games have been downloaded a total of 23.3 million times and average about 1.7 million daily users. Put another way, less than one percent of Netflix’s 221 million customers are taking advantage of the games included in their subscriptions.
Netflix did not immediately respond to Engadget’s request for comment. In the past, the company indicated it did not expect its gaming division to be profitable immediately. “We’re going to be experimental and try a bunch of things,” Netflix COO Greg Peters told investors during the company’s fourth-quarter earnings calls last year.
Still, the question that’s probably on everyone’s mind is how long Netflix is willing to wait to see if it made the right bet, especially after it lost nearly one million subscribers during its most recent quarter. Other lofty bets — like the company's in-house fan blog, Tudum — were the subject of cutbacks after only a few months of spending.
The company has shared precious few details on how much it has spent expanding its portfolio beyond TV shows and movies, but most signs point to a significant investment. Earlier this year, the company paid $72 million to acquire Next Games, the studio behind Stranger Things: Puzzle Tales. More recently, it secured exclusive mobile rights to beloved indie titles like Spiritfarer and Into The Breach. The company is unlikely to make similar investments in the future if its current ones don’t pan out.