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State of the Screens

New Netflix Original: Gaming

By July 22, 2021No Comments

Big news: Netflix announced they will be adding video games to their subscription offering in 2022.

Why this matters: Netflix sees increased competition in the streaming video space as well as an overall battle for attention (Fortnite, TikTok, etc.). The goal here is to increase engagement with current/future subscribers.

Dive deep: What Does Netflix’s Growth Mean For Convergent TV?

Netflix subscriber growth in 2021-Q2:
1) Projected – 1.0M
2) Actual – 1.5M

Netflix subscribers by quarter (YoY growth):
1) 2015-Q2 – 65.6M
2) 2016-Q2 – 83.2M (↑ 27%)
3) 2017-Q2 – 99.0M (↑ 19%)
4) 2018-Q2 – 124.4M (↑ 26%)
5) 2019-Q2 – 151.6M (↑ 22%)
6) 2020-Q2 – 193.0M (↑ 27%)
7) 2021-Q2 – 209.2M (↑ 8%)

Netflix subscribers (% of total):
1) International – 135.2M (65%)
2) U.S./Canada – 74.0M (35%)
3) Total – 209.2M

Netflix subscriber growth in 2021-Q2:
1) International – ↑ 2.0M
2) U.S./Canada – ↓ 400K
3) Total – ↑ 1.5M

Quote from Reed Hastings – Co-CEO @ Netflix:
“We had those 10 years that were smooth as silk, and we are just a little bit wobbly right now.”

Interesting: The team at Antenna nailed the U.S. number.

Video: Netflix drops on earnings

More #1: Netflix’s Videogame Gambit Is Taking Shape as Streaming Competition Grows



More #2: The Netflix Playbook 2.0

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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