White Paper: Netflix Pressed Play on TV Gaming

Consumers today are not only just looking for more than passive viewing jumping from streaming app to streaming app, they still want to be surprised and want interactive immersive experiences. 

With casual gaming in general on the rise and accounting for over 50% of all gaming revenue in 2023 (Newzoo, 2024), Netflix has spotted an opportunity to redefine engagement by also integrating gaming into its TV experience. The transition from a content-only service to an interactive platform presents both a challenge and an opportunity. With early TV beta tests underway (which is getting a workout in the New Zealand Accedo Office), Netflix is exploring how gaming can enhance user retention, increase screen time, and establish itself as an all-encompassing entertainment hub.

But with the well established giants like Xbox Cloud Gaming and PlayStation Plus already in the market, can Netflix’s approach make a lasting impact on the big screen?

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Download the white paper to read the full analysis and commentary written by our Lead Product Designer Kevin McCormick.