Netflix’s US viewership spiked by 50% yesterday, and the reason wasn’t a prestige drama or a true-crime docuseries. It was Rockstar debuting the Grand Theft Auto 6: Extended Look.
That figure comes from audience data provided to IGN by market intelligence firm Sensor Tower, comparing Netflix’s US audience to the same time the previous day. So: a video game trailer, on a streaming service, moving numbers like an event.
The web spike is the strange part
Measured against Netflix’s average US viewership over the past 12 weeks on a Thursday, mobile use was up almost 50%. Web visitors soared by 125%.
That second number tells you something the first one doesn’t. Countless subscribers tuned in from their PCs, which is a polite way of saying a lot of people watched this from a desk they were supposed to be working or studying at.
"Utilizing lexicon-stirring events tied to notable IP has helped expand Netflix’s appeal as an all-encompassing entertainment platform," said Abe Yousef, Senior Insights Analyst. "By aligning itself with the launch of a highly anticipated console title, Netflix is converting heightened consumer interest into re-engagement from lapsed viewers and sign-ups from non-subscribers."
Then came the hand and the cake
The broadcast was ultimately a success. It also didn’t start cleanly.
Users in multiple countries reported momentary technical difficulties at the exact moment of the premiere. If you got the error screen with someone’s hand and a very wonky cake, you had a lot of company. Countless users reported seeing similar across social media, including high-profile streamers.
The problem resolved itself within around 30 seconds. Barely enough time to draft the angry post, which is probably the best possible outcome for everyone involved.
The pre-order numbers, and what they don’t tell you yet
Sensor Tower data also gave an update on GTA 6’s pre-order figures: more than 4.5 million copies already sold, generating nearly $450 million in revenue. That’s before the Extended Look aired, so it seems likely the number has now risen significantly higher.
Of the copies sold so far, more than three quarters are on PlayStation 5.
And 90% of pre-orders are for the game’s $100 Ultimate Edition. Read that one carefully. It’s a striking statistic, but it’ll likely skew higher than it will at launch, because pre-order customers tend to be the more hardcore players. The people buying a game two versions up from standard before it exists are not a representative sample of the eventual audience.
What this actually says about Netflix
Strip away the game for a second. A streaming platform put a trailer for a console title on its service and got a 125% bump in web traffic out of it, plus, per Yousef, re-engagement from lapsed viewers and sign-ups from non-subscribers.
That’s the play. Netflix isn’t in the trailer business for the trailer.
The 30-second outage is the detail worth holding onto, though. Somewhere in a control room, at the precise moment the biggest game marketing beat in years went live, the feed served up a photo of a hand and a lopsided cake to an unknowable number of people who had rearranged their evening for this.
