A recent preview of Grand Theft Auto 6 on Netflix by Rockstar caused quite a stir, with over 100,000 sign-ups in the US during its six-hour exclusive window on August 27. This surge in subscribers marked the platform’s third-largest spike in 2026, as reported by Ampere Analysis.
While the preview didn’t quite top the final season of Stranger Things or the Rousey vs. Carano MMA fight, it did outperform most live sports events on Netflix this year.
Data revealed that more than 5% of viewers who hadn’t used Netflix in 30 days returned specifically to watch the GTA 6 preview before exploring other content. This reactivation rate was higher than any other series or film on the platform during that timeframe, according to Ampere.
The extended preview of GTA 6 garnered 31.1 million views on Netflix in just four days. Sensor Tower data indicated a 35% increase in US mobile viewership for Netflix and a 125% rise in web traffic.
In the UK, the preview led to a 33% increase in sales of PlayStation hardware and a 34% increase in Xbox hardware sales, per Nielsen IQ.
Ampere pointed out that while Netflix’s game division focuses on mobile games, the platform can still engage AAA audiences through exclusive previews, trailers, and adaptations of popular franchises like Cyberpunk and The Witcher.
By the end of 2026, Ampere estimated that Netflix would have nearly 343 million subscribers worldwide, with 16% of them not playing games.
“Netflix may not directly compete with major AAA game franchises, but it can certainly capture attention around them,” noted senior research analyst Katie Holt from Ampere Analysis.
“Through trailers, reveals, and adaptations, Netflix can tap into gaming culture without developing the games themselves. The anticipation surrounding the launch of GTA 6 is a prime example of this,” she added.
Senior research manager Louise Wooldridge stated, “Drawing in over 100,000 sign-ups in a six-hour exclusive window demonstrates the significant impact of a major gaming event.”
“For Netflix, this strategy also allows it to rival YouTube for gamer attention and bring back viewers who may have strayed. For Rockstar, Netflix provides a platform to reach audiences beyond the traditional GTA fanbase,” she concluded.