Netflix is ‘judiciously’ expanding into interactive experiences

Netflix invests a lot of time and energy in games, but the company views its work on games as part of a broader initiative in interactivity, co-CEO Greg Peters said in today's third-quarter 2025 earnings call.

“Until now, we've mostly talked about our work in this area as games, because that's a simple shorthand,” he said. “But we think this initiative is more about interactivity in general. How does interactivity become a complement to linear storytelling? How can it open up entirely new entertainment possibilities?” As an example he mentioned voting in real timewhat is Netflix I'm testing now With Dinner Time Live with David Chang and plans to use it with his live Star Search revival in January. “We plan to provide other interactive features in the future to deepen engagement with live events,” Peters said.

Recently Netflix also shook up my gaming strategy partially focus on multiplayer party games including party, you can play on your TV using your smartphone as a controller. “Access to these games is very easy,” Peters said. “It's like our TV shows and movies. You scroll through the Games tab, select whatever you want, click on it, and you're in the game. You don't need a special controller—that's the key to accessing it.”

In the “years ahead,” Netflix expects “creators to really find interesting and new ways to unleash the full power of this incredibly advanced controller that we all have in our pockets, which is, of course, our phones,” Peters said.

The company is also making efforts to offer games based on its own franchises, games for children and more popular games such as Grand Theft Auto: Trilogy – Complete Edition.

With its approach, Netflix “not only increases audience engagement with the story, but also creates a synergy that enhances both mediums, interactive and non-interactive,” according to Peters. “This promotes customer engagement and retention and therefore supports the business.” Going forward, the company plans to “wisely increase our investment in this area,” but Netflix is ​​”extremely excited about the progress that lies ahead.”