Survey reveals strong demand for Netflix cloud gaming services

A significant portion of dedicated gamers, approximately 33%, hailing from seven different global markets, have already ventured into the realm of cloud gaming services, reveals new research findings carried out in June 2023 by market research firm Savanta. Additionally, it was discovered that 10% of casual gamers have also dipped their toes into this technology. The study enlisted a diverse and representative sample of approximately 12,000 gamers. These gamers were broadly defined as individuals who engage in electronic gaming across various devices. The study encompassed seven prominent markets, namely Canada, France, Germany, Netherlands, Spain, the UK, and the US.
Netflix, in a soft launch, introduced game downloads through its mobile application in November 2021. Intriguingly, 22% of the individuals within Savanta's research pool have already taken the plunge by downloading at least one game through Netflix, and a significant 77% expressed their likelihood of doing so again.
A substantial 45% of respondents who had not been previously acquainted with Netflix's gaming offerings indicated their readiness to utilize the existing service. Shaun Austin, the Senior Vice President of Media at Savanta, highlighted an interesting perspective on the matter. He noted: “The failure of Google’s Stadia service suggests the committed gamer segment, one that obsesses over technical details like frame rates and data usage caps, is always going to be a tough one to crack,” said Shaun Austin, senior vice president media at Savanta. “Netflix is taking a very different strategy in following the likes of Facebook to target the casual market and positioning games as a value add, rather than a destination.”
Netflix's foray into cloud gaming coincides with a time when a notable 20% of respondents revealed that purchasing video games is the first luxury they would relinquish in the face of rising living costs. This preference ranked ahead of other entertainment expenditures, such as magazines and gaming subscriptions, each at 15%, as well as TV and film streaming subscriptions, which garnered 12% of the vote.
While the survey unearthed that nearly 44% of less enthusiastic gamers and 26% of passionate gamers had no prior knowledge of cloud gaming, the concept holds substantial appeal. Among those who had yet to try it, Spanish gamers displayed the greatest openness, with 44% expressing a willingness to explore cloud gaming, followed by the US at 36%, and the UK at 30%.