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Inside an office in Hollywood, not far from the Walk of Fame and the Sunset Bronson Studios, Netflix executive Alain Tascan revealed new content coming soon to the platform — but it’s not a TV show or a movie. It’s a new game where U.S. viewers compete to win thousands of dollars.

The game show, called “Best Guess Live,” will run on weekdays at 5 p.m. PT, where hosts Howie Mandel and Hunter March will unveil a set of five clues. Mobile game players tune in to make their best guesses. The earlier they can guess correctly with fewer clues, the higher the chances they can win more of the prize money. The show, filmed in Van Nuys, is Netflix’s attempt at appointment gaming for its audience of more than 700 million viewers.

“Can you imagine where you not only can go and play a game, but you could win a life-changing amount of money each and every day, and it takes no time, it’s easy, and you just have your phone?” said Mandel, widely known for his hosting turns on NBC’s “Deal or No Deal” and “America’s Got Talent.”

The goal is to make playing games on Netflix “as simple as streaming a movie on a Friday, using the same innovative mindset that led Netflix to transform itself from a company shipping DVDs to streaming movies, shows and now games,” Tascan said.

Netflix has been investing in its games vertical for the last four years, with mixed results. Last month, the streamer’s co-CEO Greg Peters gave the company’s gaming efforts a B- grade. Under Tascan’s leadership, the division has focused on some key areas, including narratives based on Netflix programs, games for children, social party games and mainstream titles like “Grand Theft Auto.”

The changes appear to be working. The number of downloads for Netflix games has increased 17% to 74.8 million from January to October of this year compared to the same period in 2024, according to data from app analytics firm Appfigures. The company is also releasing fewer games, adding 16 titles this year compared to 35 last year, Appfigures said.

Netflix declined to comment on the Appfigures data.

The company has also removed games in part due to low customer engagement. Netflix has released 142 games, with 78 of them still active as of October, according to Appfigures.

Its two most popular mobile games were released on Netflix in the last two years, including “Grand Theft Auto: San Andreas,” which came on the platform in December 2023 and achieved 44 million downloads. The streamer released an original, the multiplayer party royale title “Squid Game: Unleashed,” last year with 21 million downloads. The game had tie-ins to the popular series’ second season where players could earn cash or wild tokens in the game if they watched a certain number of episodes.

Some analysts say there is still room for improvement.

Journalists participate in a games demo at a Netflix office on Wednesday.

(Netflix)

“It still seems pretty experimental,” said Ross Benes, senior analyst at research firm Emarketer. “I don’t get the impression that they are on gamers’ list of their go-to sources of entertainment.”

On Thursday, Netflix said its first slate of five games for the TV, including Tetris Time Warp, Boggle Party, Pictionary: Game Night and LEGO Party! are now available. Prior to the new slate, subscribers could only play Netflix games on their mobile devices.

When consumers load up the TV games, they will see a QR code they can scan on their devices and use them as controllers in the game. For example in Netflix’s version of Pictionary, users draw on their phones.

“A big switch in the strategy is really to make sure that we are eliminating any friction that somebody can encounter when they want to play,” Tascan said in an interview. “We believe that on TV, in particular, where people enjoy their different shows, is the best place to offer something very easily approachable.”

The TV games are the latest iteration in Netflix’s effort that began four years ago. The company had beefed up its staff after acquiring four gaming businesses — Glendale-based Night School, Boss Fight Entertainment out of Allen, Texas, Finland-based Next Games and Spry Fox based in Seattle.

Netflix shut down Boss Fight Entertainment last month.

The gaming division efforts were first led by Mike Verdu, a former Facebook and Electronic Arts executive. He later transitioned to a role focusing on transforming game development and player experiences with generative AI in November 2024 and left Netflix earlier this year. Tascan, a former executive at Epic Games, was named Netflix’s president of games in July 2024.

Games has been an attractive area of investment for some companies, as younger audiences spend a lot of time playing titles like Roblox, Fortnite and Call of Duty. Tascan estimates there are 3 billion gamers in the world and with Netflix having an audience of more than 700 million people, “the Venn diagram is pretty large.”

The streamer on Thursday also announced new mobile games for kids, including digital coloring book “Barbie Color Creations” and a hairstyling game, “Toca Boca Hair Salon 4.”

It can be challenging for companies to get into the space. For example, in 2023, Google shut down its gaming service Stadia after it failed to gain traction with users.

Tascan said Netflix is not competing against traditional gaming consoles but is looking to innovate and find new ways to reach its customers.

Tascan said he is encouraged by the reactions he has seen.

“It’s a step in the right direction,” he said. “But at the end, how many people are going to have the same reaction? We are a company driven by data, and our main data is, how many people are going to engage?”

Tascan said he thinks it will be a few short years before Netflix becomes the Netflix of games. He hopes the division can improve from Peters’ grade of a B- to a higher level.

“What I hope is, by the end of the year, we’ll upgrade to an A, hopefully A+,” Tascan said.

Times editorial library director Cary Schneider contributed to this report.

Netflix on Wednesday touted a surge in popularity for its low-cost streaming plan with ads, as it looks to tap into the lucrative the world of brands.

The streaming giant said it now has more than 190 million monthly active viewers watching ads through a plan that costs $7.99 a month. The lowest cost ad-free plan costs $17.99 a month.

In May, Netflix said it had 94 million monthly active users watching ads through the cheaper plan. That translated to roughly 170 million monthly active viewers, the company said at the time.

However, the Los Gatos, Calif.-based company is now using a different methodology to measure its audience watching ads, making exact comparison’s difficult.

Netflix now defines monthly active viewers as customers who watched at least 1 minute of ads on Netflix per month. It then multiplies that by the estimated average number of people in a household. Previously, Netflix had measured monthly active users based on the number of Netflix profiles watching content with ads.

The streamer said its previous measurement didn’t illustrate all the people who were in the room watching.

“Our move to viewers means we can give a more comprehensive count of how many people are actually on the couch, enjoying our can’t-miss series, films, games and live events with friends and family,”wrote Amy Reinhard, Netflix’s president of advertising in a post on the streamer’s website on Wednesday.

On Wednesday, Netflix executives said the growth in ad viewers was in line with their expectations.

“We are very satisfied with where we are at,” Reinhard, said in a press briefing. “We think there is a lot of opportunity to grow on this plan around the world, and we’re going to continue to make sure that we are offering our customers a great experience and a great buying experience on the advertising side.”

Netflix began its foray into ad-supported streaming in 2022, after it received pressure from investors to diversify how it makes revenue. Previously, Netflix mainly made money through subscriptions and for many years had been ad-adverse.

The company said last month it was on track to more than double its ad revenue in 2025, but did not cite specific figures. Netflix Co-CEO Greg Peters said in an earnings presentation in October that the ad revenue is still small relative to the size of the company’s subscription revenues, but advertisers are excited about Netflix’s growing scale.

“We see plenty of room for growth ahead,” Peters said.

On Wednesday, Netflix said it is expanding its options for advertisers, including demographic targeting in areas such as education, marital status and household income.

Netflix also said it has partnered with brands including brewing company Peroni Nastro Azzurro in ads for its romantic comedy series “Emily in Paris,” and tested dynamic ad insertion with programs including WWE Raw this quarter and will offer that feature in the U.S. and other countries for NFL Christmas Gameday.

Many streamers have been increasing the cost of their subscriptions in order to become more profitable. Earlier this year Netflix raised the prices on plans.

Last week, HBO Max announced it raised its standard subscription by $1.50 to $18.49 a month — up 23% from when the streaming service launched five years ago amid the pandemic.

Such announcements have become almost routine in the television business as inflation hits streaming platforms that are under growing pressure to turn a profit and pay for higher programming costs.

Once seen as a cheaper alternative to cable, the cost of a streaming subscription for the top platforms continues to rise, much like higher prices for groceries, gasoline and housing.

In fact, the average price for subscriptions to the top 10 paid subscription streaming services in the U.S. increased 12% this year, following double-digit percentage increases per year since 2022, according to Victoria, British Columbia-based Convergence Research Group.

The research firm included streamers such as Netflix, Disney+, Hulu, Peacock, Apple TV and others in its data set. It factors subscriptions that are with ads or ad-free and does not take into account bundling. All of the major streaming services in the U.S. raised their prices on plans this year, except for Paramount+ and Amazon Prime Video, which boosted rates last year.

The price hikes reflect the tough economic realities of media companies that need to replace dwindling revenue from legacy pay TV channels that have seen sharp declines in viewership.

“The rest of their businesses have effectively been under attack by streaming and so they need this area to be profitable in order to compensate for the decline in their own businesses,” said Brahm Eiley, president of the Convergence Research Group. “It’s been tremendous pressure on them.”

Streaming services have been running as loss leaders for some time, said Tim Hanlon, chief executive of Vertere Group LLC, a media consulting firm.

“There’s no question that streaming is now under the gun to be its own profit center,” Hanlon said.

If rates go much higher, consumers may balk, experts said.

“The industry is playing a dangerous game by continuing to raise prices,” said Andrew Hare, senior vice president for the media research consultancy Magid. “We’re nearing a boiling point of rising churn and overwhelming choice.”

Magid has also already seen an uptick in the percentage of consumers who intend to cancel at least one streaming service in the next six months. The figure was 24% in the second quarter of 2025, up from 19% a year earlier.

“Hard as it is to imagine, the cable bundle is starting to look like a better value all the time,” Hare said.

Here is a look at which major streamers have raised prices on their ad-free streaming plans this year.

HBO Max

HBO Max raised prices across all of its plans. Its lowest-cost, ad-free streaming plan went up by $1.50 to $18.49 a month, while the annual version of that plan also increased $15 to $184.99.

HBO Max’s parent company, Warner Bros. Discovery, had 125.7 million global streaming subscribers in the second quarter, up 22% from a year earlier.

Like other streamers, HBO cited the need to help pay for quality content. The platform offers big-budget shows including drama “The Gilded Age” and “House of the Dragon,” which takes place in the “Game of Thrones” universe.

Consumers should brace themselves for more price hikes. Warner Bros. Discovery CEO David Zaslav said at a Goldman Sachs investors conference last month that he believes HBO Max is underpriced.

“We want a good deal for consumers, but I think over time there’s real opportunity, particularly for us in that quality area to raise prices,” Zaslav said.

Peacock

Big-time sports properties have been moving to streaming platforms and guess who is going to help foot the bill? Consumers, of course.

Ahead of becoming a major provider of NBA games this season, Peacock increased prices on its plans, including the premium plus ad-free streaming service, by $3 to $16.99 a month. That was the third price hike since Peacock launched in 2020, where its ad-free plan started at $9.99 a month.

The Comcast-owned streamer, which has 41 million paid subscribers, has weekly games on Mondays and Tuesdays and will have a Peacock exclusive NFL game on Dec. 27. Peacock next year will air the Milan Cortina Winter Olympics and continue to stream major sporting events such as NFL games.

In a July earnings call, Comcast Corp. President Mike Cavanagh touted how Peacock will have the most hours of live sports of any streamer next year.

Netflix

Netflix has also gotten into the sports business, with the addition of two NFL games on Christmas Day.

The streamer, which remains the industry juggernaut, is also expected to add Major League Baseball’s Home Run Derby and an opening night game when MLB finalizes a new media rights deal this year.

The company cited its entry into high-priced sports when it raised its prices on most of its plans, including on its cheapest ad-free monthly plan by $2.50 to $17.99 in the U.S. earlier this year.

“As we continue to invest in programming and deliver more value for our members, we will occasionally ask our members to pay a little more so that we can re-invest to further improve Netflix,” Netflix said in a letter to shareholders in January.

The slice of sports is coming at the expense of fans who need multiple subscriptions — if they want to keep up with every NFL game.

“A certain type of fan is starting to recognize they are being fleeced,” Hanlon said.

Higher prices on ad-free plans can help drive traffic to a streamer’s lowest-priced plans with ads. Netflix launched its subscription plan with ads in 2022 at $6.99 a month and it has only increased by a $1 to $7.99 a month since then in January 2025.

While many major streamers offer cheaper plans with ads, others offer free streaming services with ads such as the Roku Channel or Tubi.

A recent research study by Magid found that three-quarters of consumers are fine with watching commercials, if it saves them money.

Four in 10 said they’re “overwhelmed” by the number of services they use. The average number of streaming subscriptions per household in the third quarter is 4.6, up from 4.1 the previous year.

“Together, these trends point to a more value-driven streaming consumer seeking affordability and simplicity,” the study said.

Apple TV

Apple TV was once one of the lowest-priced subscription service plans, launching at $4.99 a month. Since then, prices for Apple’s video streaming service have increased to $12.99 a month, with its latest price jump of $3 in August.

The Cupertino-based company has been trying to make its streaming business more financially sound, but faces a formidable task as it has been a big spender in attracting name talent to its programs and movies.

When Apple TV first launched, it had just nine programs, but since then has expanded its library to include critically acclaimed shows and films including comedy “Ted Lasso,” drama “Severance” and “The Studio.”

Apple said in a statement that while it did raise its prices on its standard monthly ad-free plan, the cost of its annual subscription remains at $99 and Apple One bundled packages did not change.

Disney+

Last month, Disney+ announced it would increase the cost of its ad-free streaming plan by $3 to $18.99 a month. Hulu did not increase its price on its ad-free monthly streaming plan.

It was the fourth consecutive year the Burbank entertainment giant has boosted its streaming prices since launching Disney+ six years ago, when the service cost just $6.99 a month.

Despite the recent price hikes from Disney and others, Eiley from Convergence Research Group thinks there’s still room for customer growth.

At the end of last year, just 36% of U.S. households had a traditional TV subscription, compared with more than half of U.S. households in mid-2022, according to Convergence Research Group data. By the end of 2028, the research firm forecasts just 21% of households will have traditional TV subscriptions.

“There’s still a massive amount of cord cutting going on,” Eiley said.