MMM: GTA Spurs Growth for Netflix Games; Fitness Apps Exhibit Seasonal Bump

Key Takeaways:

• Netflix’s portfolio-level game downloads increased a whopping 180% YoY in 2023 as the service expanded its selection of titles through both licensing and development of Netflix IP with independent studios. Per ST data, nearly 53% of Netflix’s 2023 downloads arrived in 4Q23, likely driven by the release of the Take-Two licensed GTA titles

  • ST data shows that GTA: San Andreas is already Netflix's most downloaded game of all time with nearly 10mn downloads since it’s Dec’23 launch. Furthermore, GTA: Vice City (4mn) and GTA III (2mn) were Netflix's 6th and 11th most downloaded titles in 2023, respectively. These recent releases have solidified Netflix as a true contender for consumer attention in the mobile gaming space

• Download growth in the gym cohort for the 2024 New Years Resolution period lagged that of previous years. Per ST data, downloads for the gym cohort increased an average of 41% WoW for the week leading up to the new year in 2024, compared to larger surges of 64% in 2023 and 63% in 2022 through the same period

  • Whereas, WAU growth for the gym cohort over the same time period was on par with last year’s growth, up an average of 9% WoW from 12/25/23-1/1/24 and 12/25/22-1/2/23

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