How kids fit into Netflix’s gaming strategy

Netflix's proposed acquisition of Warner Bros. brought attention to studios, intellectual property ownership, and the future of the entertainment industry as a whole. This is a big deal, and we know it's not driven by an appetite for Warner Bros.' gaming division. which is considered “relatively insignificant” by and large. Much less attention has been paid to how Netflix's own gaming strategy is evolving and what the data now tells us about what's actually working inside the platform.

One thing Netflix is ​​incredibly obsessed with right now is engagement. Since early 2025, the streamer has stopped regularly disclosing subscriber metrics, instead switching to attention-grabbing. It's fair to assume that this was due to global subscription saturation, but this first-mover scale gives the streamer a natural advantage when usage becomes the measure of success. Games are a lever of this strategy, and our analysis of the Netflix catalog, just published as Netflix Children's Games Reportoffers certain types of games that are consistently popular.

Streamers' journey in gaming has evolved quickly, starting with the first interactive storytelling formats such as Black Mirror: Bandersnatch before moving on to mobile games, where there are now over 100 titles. The streamer's recent announcements have framed its strategy around four main areas: mainstream gaming, narrative gaming, party gaming, and kids' gaming. The existence of these pillars matters less than the individual names within them, and this is where the data becomes more revealing.

The question is “what actually works?” The ranking trend data we analyzed for our study shows that good old mobile games like Solitaire and Snake are having a consistent following. GTA: San Andreas and Football Manager Mobile also remain evergreen. There are IP games, but they are less stable, reach lower peaks and decline faster. We track this in detail in the report.

Children's games are clearly taking off on Netflix. From a UX perspective, as of last weekend, games are now available directly on children's profiles. “Much of our early work has been to get the foundations right, particularly around parental controls and safety. We can now offer a more seamless experience for our youngest members,” says Lisa Burgess, CEO of Netflix Games (Kids).

recent Kids UX update I also saw an immediate effect. A number of Netflix children's games reached top positions in US app stores over the weekend, according to an update. Given the discoverability and clarity of the parental value proposition, it's fair to assume that preschool games could take up more of the gaming rankings in the future.

Parental consent remains central to the user journey. Although games are now available on children's profiles, access to them still requires downloading through the app store, an environment that requires careful handling by young users. The challenge is to balance visibility and access with security. For Netflix, putting games on kids' profiles bridges the discovery gap, but keeping parents involved in the download process is really important.

In addition to this, new games are appearing, many of which are related to beloved and famous games such as PAW Patrol and SpongeBob SquarePants. “We wanted to focus on things that kids would recognize and that fall into several categories. It could be a major IP on our service, a famous toy, or a literary IP,” Burgess said. This reflects Netflix's approach to children's TV acquisitions, with the streamer regularly pursuing established brands such as Peppa Pig as well as creator-run YouTube properties such as Ms. Rachel and CoComelon.

Apart from games designed specifically for children, there are also many games suitable for children, such as Snake and Cut the Rope. According to our research, games suitable for children make up almost a quarter of the total offer. However, a significant part of the catalog remains unsuitable for children, including games based on Money Heist or Sex Education, or a version of GTA: San Andreas.

There's a lot to like about the Netflix gaming experience: The interface offers curated games without ads or in-app purchases. The most obvious opportunity remains preschool. This is the audience where parental trust, recognizable IP, and low-friction mechanics align most clearly. It's no coincidence that Netflix invested heavily in funds here before moving further down the age curve.

The situation becomes more complicated when searching for an older audience. Starting from age 6+, children’s media diet diversifies significantly both in terms of IP and platforms. Roblox is becoming almost ubiquitous, but Netflix has ambitions for some of that too. “As we head into 2026, we're thinking more about how we can create a great experience for six to eight people… it's a more complex audience, the ecosystem is more competitive, but not impossible,” says Burgess.

There seems to be a renewed focus on Netflix gaming, although the goal is focused on the unique space a streamer can own rather than creating a targeted revenue-driven gaming vertical. The move to family party gaming, which extends from the TV interface to smartphones, reveals a broader but coherent goal of creating more shared experiences in the living room.

Children lay the foundation, and the value of this is most evident in preschools. How far Netflix can reach older kids will be a tougher test, but without the pressure of direct monetization, the streamer may be well positioned to discover more distinctive forms of innovation. For developers, this means that Netflix's success among older kids will depend on formats that compete on engagement rather than monetization.

To download a copy of the Netflix Kids Gaming report, click Here.