Netflix thinks “Fortnite” is a bigger threat to its business than HBO. The company in its latest quarterly earnings report released on Thursday said that while its streaming service now accounts for around 10 percent of TV screen time in the U.S., it no longer views its competition only as those services also providing TV content and streaming video.
“We compete with (and lose to) Fortnite more than HBO,” the company’s shareholder letter stated. “When YouTube went down globally for a few minutes in October, our viewing and signups spiked for that time…There are thousands of competitors in this highly fragmented market vying to entertain consumers and low barriers to entry for those with great experiences.”
In other words, Netflix today sees its competition as anyone in the business of entertaining their customers, and eating up their hours of free time in the process. That includes breakout gaming hits like “Fortnite.”
Netflix’s statement comes at a time when the internet, mobile and gaming have been shifting consumer’s focus and attention away from watching TV.
In fact, all the way back in 2012, mobile industry experts were warning that time spent in mobile apps was beginning to challenge television. And a few years ago, apps finally came out on top. For the first time ever, time spent inside apps exceeded that of TV.
Fortnite, in particular, has capitalized on this change in consumer behavior and has now grown to more than 200 million players. (Netflix just reached 139 million, for comparison’s sake.)
In 2018, Fortnite — along with other multiplayer games like PUBG — pushed forward a trend toward cross-platform gaming that’s capable of reaching consumers wherever they are, similar to streaming apps like Netflix. According to a recent report from App Annie, this is just the tip of the iceberg, too. Cross-platform gaming, including not only Fortnite and PUBG, but also whatever comes next, is poised to grow even further in 2019.
Notably, Fortnite, too, has become a place where you don’t just go to play — but rather “hang out.” For kids and young adults, the game has replaced the mall or other parts of the city where kids and teens just go to be around friends and socialize, wrote tech writer Owen Williams on his blog Charged.
“Not only is Fortnite the new hangout spot, replacing the mall, Starbucks or just loitering in the city, it’s become the coveted ‘third place’ for millions of people around the world,” he said.
Roblox, with it over 70 million players, serves a similar purpose.
That means it’s also a real threat to Netflix’s time. If gamers are hanging around a virtual space with friends, they have less time to stream TV. (And perhaps — given that many of the youngest Netflix never got cable to begin with — less desire to watch TV to begin with.)
“I think about it really is as winning time away, entertainment time from other activities,” said Netflix CEO Reed Hastings on Thursday, discussing the threat from those competing for users’ time. “So, instead of doing Xbox or Fortnite or YouTube or HBO or a long list, we want to win and provide a better experience. No advertising on demand. Incredible content,” he said.
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