Netflix experienced a 50% increase in US viewership yesterday, coinciding with Rockstar's debut of the Grand Theft Auto 6: Extended Look trailer. Audience data from market intelligence firm Sensor Tower indicated that mobile viewership on Netflix rose nearly 50% compared to the streamer's average US viewership over the preceding 12 weeks on a Thursday. Web traffic saw an even more substantial increase, soaring by 125% as users accessed the stream via their PCs.
While the broadcast of the GTA 6 trailer was ultimately successful, some users across multiple countries reported experiencing momentary technical difficulties at the exact moment of its premiere. Error screens, humorously featuring a wonky cake, were widely reported on social media and observed internally at IGN. These issues resolved themselves within approximately 30 seconds.
"Utilizing lexicon-stirring events tied to notable IP has helped expand Netflix's appeal as an all-encompassing entertainment platform," stated 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."
Sensor Tower also provided an update on Grand Theft Auto 6's pre-order status, reporting that over 4.5 million copies have already been sold, generating close to $450 million in revenue even before the extended trailer's release. More than three-quarters of these pre-orders are for the PlayStation 5 version. Of the copies sold thus far, 90% are for the $100 Ultimate Edition, a statistic that is expected to be higher than the eventual launch ratio due to the typically more dedicated nature of pre-order customers.