Netflix’s 6-Hour Exclusivity Window For GTA 6 Reportedly Only Led To Its Third Highest Sign-Up Bump Of The Year

Grand Theft Auto 6’s big Netflix special was an event for the gaming space, and I’m sure Rockstar and the streaming service viewed it as a mutually beneficial arrangement. GTA fans would subscribe for a month and get to see the first officially sanctioned gameplay footage of the upcoming crime drama, and maybe a few of them would stick around to watch Stranger Things or KPop Demon Hunters while GTA6 gets a big, glossy promo campaign on one of the biggest streaming services in the world. Well, it sounds like this was more of a moderate success than you’d probably expect, as it trailed behind two other big spikes in Netflix subscribers for the year.

According to data analytics at Ampere Analysis (thanks, GamesIndustry.biz), the first look at Jason and Lucia’s upcoming criminal antics brought in around 100,000 new subscribers in the six hours it was exclusively on Netflix. It was published on YouTube for anyone to see for free shortly after.

The GTA 6 extended look reached 31.1M views on Netflix.

• #1 in 87 of 93 countries on the platform

• Most watched title on Netflix last week

(Source: https://t.co/SWoAQ6xibH)

This lags behind Stranger Things‘ final season and the Rousey v.s Carano MMA fight, with the data indicating over five percent of viewers who hadn’t used Netflix in over 30 days re-upped their subscription to watch the preview and then perused the rest of the catalog. Ampere says the reactivation rate was higher than any other series or film on the platform during that time period.

The 26-minute showcase came just after a series of leaks showing an early build of the game, so it’s possible that might’ve taken the wind out of some folks sails in terms of paying actual cash to see the game early, but the most likely scenario is that most people are content to wait a little longer than having to pay real money for something that will eventually be free, or found other ways to watch it. Whatever the case, paywalling your first gameplay trailer is still crazy work, especially if you’re just going to post it publicly a few hours later, but Grand Theft Auto is probably one of the only series that can get away with such shenanigans. GTA6 is coming to PS5 and Xbox Series X/S on November 19.