Netflix must leverage gaming to re-engage younger audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 18, 2021, 8:52 AM UTC

Given shows like Gracie and Frankie, Our Souls at Night etc, older viewers are likely to switch to Netflix than younger viewers.

Netflix's popularity as a preferred TV source among younger viewers is dipping, as younger users are migrating to other platforms. In 2021, 20% of TV viewers (13 to 74), reported Netflix as their default TV source, compared to 23% in 2020, as per Hub’s August Report.

The article contends, factors like Disney's release of new Marvel superheroes and Star Wars movies, as well as the upcoming Dune on HBO Max, could be contributing factors. However, many young users are devoted to playing games on consoles like the Xbox and PlayStation.

Every day, 36% of Americans play on console gaming systems. Given that one-fifth of that time is spent on streaming videos, Netflix hopes to attract younger viewers by providing games on its platform.

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