With the dust still settling on Netflix’s DVD business, Netflix is now announcing a new division, Netflix House.
The “Houses” will expand Netflix’s existing online merchandise store with food and themed experiences for the latest Netflix shows. The company has previously experimented with immersive experiences, such as the Bridgerton Ball or the Experience with stranger things.
What we know is limited. However, we can expect the houses to resemble mini theme parks, but don’t expect them Stranger things roller coaster soon.
It’s perhaps a recognition of the one thing competitors like Disney Plus and Peacock Plus have, in Disneyland and Universal Studies respectively, that Netflix doesn’t: places to connect directly with subscribers and potential customers.
Netflix House would provide a permanent location for these experiences, which senior leadership hopes will generate repeat visits throughout the year.
When and why
There’s no official word yet on where specific locations will open in 2025, but fans can expect major cities like Chicago, Los Angeles, New York, or San Francisco to be among the first with international locations opening later.
“We’ve seen how much fans love to immerse themselves in the world of our movies and TV shows, and we’ve put a lot of thought into how we take that to the next level,” Josh Simon, VP of Consumer Products at Netflix, said Bloomberg.
The Houses concept seems to be an interesting experiment from Netflix in how to increase viewer engagement while also giving potential customers something tangible to think about when considering a potential subscription.
This is because the company is looking to expand its revenue streams beyond its streaming products; partly due to increasing complaints about the platform’s rising subscription prices.
Moreover, Netflix certainly hoped that the strikes in the industry would have stopped by now. With the SAG-AFTRA negotiations fail On Wednesday, the company may be looking for additional revenue to pay for stream royalties.